No abstract

This study examined the relationship between firm resources, strategic orientation, and performance in small retail firms. Surveys were mailed to small retailers throughout Tasmania, Australia. Responses (n = 384) showed resources positively related to performance were informational (business information systems) and access to financial capital. Strategic orientation (prospector and defender/analyzer) were positively related to performance. Further, both a prospector and defender/analyzer orientation positively mediated the relationship between resources and performance, the former being the stronger mediator. The results of this study demonstrate which firm resources relate to small retail firm performance, and the positive effect, in particular, of a prospector strategic orientation.

No abstract

This study investigates which characteristics of the social media posts of small firms in Tasmania, Australia elicit higher levels of consumer engagement. Results from an analysis of small retail firms’ social media postings (Facebook, Instagram and Twitter) (N = 2,607) illustrate the importance of the content of the post (i.e., businesses‐related vs. non‐business‐related), the activity (i.e., text, image or video), the time of day of the posting and the platform on which the activity was posted, in eliciting responses from followers. Results show Facebook received significantly higher levels of engagement, compared with Twitter and Instagram. Contrary to expectations, the specific day of the week did not have any impact on levels of engagement. This research demonstrates how small businesses can improve their use of social media marketing to engage more effectively with customers and followers.

No abstract