This study aims at exploring the effect of marketing 5.0 as a whole construct on marketing performance and the moderating role of customer resources between these two variables. Moreover, the study aims at examining the effects of marketing 5.0 dimensions, i.e., predictive marketing, contextual marketing, augmented marketing, and agile marketing on marketing performance as well as the moderating role of customer resources in the effect of each dimension on marketing performance. Collecting data by a closed-end questionnaire from a sample consisting of 186 managers and sales persons in clothing shops, the results pointed out that there is a statistically significant effect of marketing 5.0 on marketing performance and there is a statistically significant moderating effect of customer resources between marketing 5.0 and marketing performance. Furthermore, the results revealed that three dimensions of marketing 5.0, i.e., predictive marketing, contextual marketing, and augmented marketing, exerted significant effects on marketing performance. As well, customer resources significantly moderated the effects of predictive marketing and augmented marketing on marketing performance. Such results contribute to marketing performance literature through highlighting the importance of both marketing 5.0 and customer resources together in enhancing marketing performance.

The study employs the Technology, Organisational, and Environmental (TOE) theory to examine the role of SMEs’ adoption of social media on financial and non-financial marketing performance in Ghana. Data were collected from SMEs in Accra, Ghana. The study tested seven hypotheses and two moderators. A total of 452 usable sample size were analyzed using structural equation modelling (SEM). The outcome reveals a positive and significant relationship between social media adoption and SMEs' financial and non-financial performance in Ghana. Additionally, a direct relationship between the TOE and SMEs’ social media adoption was confirmed. Although the generalizability of this study is limited due to a single country study, it is still relevant in contributing to a better understanding of social media adoption literature among SMEs, especially from a developing country context. This study is part of the few studies that have used the Technology, Organisational, and Environmental theory to understand social media adoption and marketing performance in the context of an emerging country.

This study aimed to address the underexplored area of the adoption of Business-to-Consumer (B2C) Commerce by Small and Medium Enterprises (SMEs). In addition, this study specifically focused on factors influencing B2C adoption by SMEs, its impact on marketing performance, and potential strategies for optimization. Recognizing the scarcity of quantitative studies on digitization's impact on SMEs, this study emphasized the need for a systematic understanding of these enterprises’ responses to e-commerce adoption. In line with the Technology-Organization-Environment (TOE) framework, the primary focus was on the continuous evaluation and optimization of e-commerce platforms, including AI integration, within core marketing strategies. Based on customer tech-savviness in the environmental dimension, adapting e-commerce strategies ensured a comprehensive approach in the evolving technological landscape. While providing valuable insights, several limitations, such as context-specific findings and potential response bias due to self-reported data were also identified. Consequently, future investigations were advised to include comparative studies between e-commerce-adopting and conventionally operating organizations, as well as explore perspectives of e-commerce users and consider industry-specific variations. This was pertinent because investigating e-commerce implementation in emerging technologies and platforms could offer insights into the dynamic landscape of digital business. In conclusion, this study contributed to the cognition of B2C Commerce adoption in SMEs, offering practical insights and strategic recommendations for leveraging technology to enhance marketing performance and overall business growth.

This paper aims to explore the role of service innovation and competitive advantage as a mediator of product innovation on marketing performance of small and medium enterprises (SMEs) manufacturing firms in Indonesia. The sample size used in the research was 180 SMEs and the sampling technique is area (cluster) sampling. Furthermore, the sample criteria or respondents, whose researchers' recommendations for filling in the research instrument are managers and can represent company owners. Findings provide empirical evidence that service innovation on marketing performance; competitive advantage on marketing performance; product innovation on service innovation; and product innovation on competitive advantage have positive and significant effects, except the influence of competitive advantage on marketing performance which was not significant.

Entrepreneurial orientation is carried out to improve management's ability to deal with market changes. This study examines a new concept of network chain capability that is capable of mediating the relationship between entrepreneurial orientation and marketing performance of goods in tourism market. The study also verifies the architectural marketing capabilities and organizational commitment to improve network chain capabilities that have an impact on marketing performance of goods in tourism market. In this study, 6 hypotheses are developed and tested with data collected from 185 respondents in the handicraft industry focused on tourism market. Data are analyzed using AMOS 22.0 statistical software which successfully tested 6 hypotheses with significant results. The study proves that network chain capability is declared feasible as a mediating variable. Managerially, network chain capabilities can be practiced as a marketing tool to improve performance.

Small and Medium Business (UKM) of bread and cake can develop and encounter business competition if they are concerned greatly with their marketing performance. The purpose of this study was to determine: 1. The effect of market orientation and product innovation on marketing performance of Bread and Cake UKMs. 2.The moderating effect of competitive ad-vantage, strengthens or weakens, of market orientation and product innovation on the marketing performance of Bread and Cake UKMs partially. Data were obtained through offline questionnaire distribution to 80 respondents. The respondents were the business owners and employees of Bread and Cake UKMs in Bengkulu, Indonesia. The data analysis used in this research was Structural Equation Model (SEM) which was operated through the Partial Least Square (PLS) program, SmartPLS 3.2.9. The result indicated that market orientation and product innovation partially influenced marketing performance. Competitive advantage partially moderated (strengthens) the effect of market orientation and product innovation on marketing performance. This research contributes to the theoretical development of competitive advantage which moderates the effect of market orientation and product innovation partially on marketing performance. The study also helps to find the strategy to increase the marketing performance of Bread and Cake UKMs in Bengkulu, Indonesia.

The research was an empirical study, aimed to investigate the impacts of Islamic customer orientation, Islamic innovativeness, halal product uniqueness, Thoyyib product uniqueness, and religion-centric product uniqueness on marketing performance. Respondents of this study were 250 food and beverage processing industries in Central Java, Indonesia. Then, data were analyzed using Partial Least Square Structural Equation Modeling (SEM PLS). The results of the research demonstrate that Islamic customer orientation and Islamic innovativeness had a positive and significant effect on Maslahah product uniqueness (halal product uniqueness, Thoyyib product uniqueness, and religion-centric product uniqueness). Islamic customer orientation, Islamic innovativeness, and Maslahah product uniqueness (halal product uniqueness, Thoyyib product uniqueness, and religion-centric product uniqueness) had a positive and significant effect on marketing performance. Islamic customer orientation was proven to have a great impact on Maslahah product uniqueness (halal product uniqueness, Thoyyib product uniqueness, and religion-centric product uniqueness) and marketing performance. Moreover, the Maslahah product uniqueness dimension, such as Thoyyib product uniqueness, had also a firm impact on improving marketing performance.

This study aims to analyze the influence of entrepreneurial orientation on marketing performance mediated by product innovation for making tofu and milk in Jombang district. Data were randomly obtained from 70 respondents from small businesses using research instruments in the form of questionnaires and technically analyzed using Partial Least Square (PLS). The results showed that entrepreneurial orientation positively and significantly influenced product innovation and marketing performance in making tofu milk in Jombang, East Java, Indonesia. Furthermore, this encourages small businesses to always develop variants products, minimize risks, expand the marketing area, increase performance, and compete in the food industry's production.

This study analyzes the effect of customer relationship quality, entrepreneurial social competence and customer sensing on market penetration capabilities in the SME sector. In addition, by taking market penetration capability as a mediating variable, this study examines the effect of the independent variable on marketing performance in SMEs. The study results highlight several important findings regarding the competitive advantage of SMEs and the formation of networks and highlight the importance of network formation in SMEs, where the development of networks or partnerships is one of the critical success factors for improving SME performance. The originality of this study lies in examining the strategic influence of customer relationship management dimensions in an entrepreneurial outlook in the small and medium business sector on improving organizational capabilities to penetrate the market for the purpose of improving marketing performance. Practically, this finding is useful to increase the interaction of SMEs with customers during certain stages in the product development process to get positive added value on product success and the formation of competencies that encourage businesses to enter the market based on social familiarity, feature-oriented attractiveness, and interwoven customer emotional loyalty.

The purpose of this research is to find a research gap solution between relational capital and marketing performance. This research uses small and medium enterprises (SMEs) networking as a mediating variable, and adds technology capability and new product development as an expansion of research. The research method uses Structural Equation Modeling to test hypotheses and uses WarpPLS 4.0 in data analysis. Simple random sampling is conducted to 170 respondents as owners or managers of SMEs in Indonesia. The findings of this study indicate that the SME networking is an appropriate mediating variable between relational capital and marketing performance since there is a significant effect of relational capital on SMEs networking directly and also a significant effect of SME networking to marketing performance, directly. However, there is no significant effects of technology capability to SMEs networking and also no significant influence from technology capability to new product development. Likewise, there is no significant influence of new product development to marketing performance. This research is very important for SMEs in Indonesia as a solution for facing problems in the future.