Abstract
Understanding the effective use of technological innovation’s, for instance eMarketing, is debatably considered as the vital challenge faced by the
businesses. The past studies indicated that the association among organizational
factors and firm performance is mediated by the influence of the adopted
innovation like e-Marketing uses. Though, the antecedents of e-Marketing to
enhance firm performance have received little attention. Drawing on the
Resource Based View and diffusion of innovation theory, this article has
empirically examined the effect of Market Orientation (MO), top management
support (TMS), Technological Opportunism (TOP) and mediating effect of use
of e-Marketing (UEM) on textile performance by using SmartPLS 3.0 with a
sample size of 278 textile firms in Pakistan. A moderated mediation analysis
revealed that the relationship between MO and UEM is moderated by top
management support and the mediated moderation analysis revealed that
technological opportunism moderates the relationship between use of eMarketing and performance of textile firms. The direct hypothesis also found
significant showing the positive relationships. Implications for theory and
practice are discussed regarding bundling of IV and moderators in order to
increase both UEM and firm performance
Adnan Ahmed Sheikh, Arfan Shahzad, Awanis ku Ishak. (2017) The Impact of Market Orientation, Top Management Support, Use of E-Marketing and Technological Opportunism on the Firm Performance: A Mediated-Moderation and Moderated-Mediation Analysis, Abasyn Journal of Social Sciences, Volume-10, Issue-2.
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