Social Media Marketing and Innovation Performance of Indian Start-ups: The Role of Entrepreneurial Orientation
Social Media Marketing and Innovation Performance of Indian Start-ups: The Role of Entrepreneurial Orientation
Authors:
Dr Priyanka Yadav
Assistant Professor,
School of Commerce & Management,
Starex University, Gurugram, India
Dr. Parul Yadav
Assistant Professor,
School of Commerce & Management,
Starex University, Gurugram, India
Abstract:
Social media marketing has become an important strategic tool for improving innovation and business performance among start-ups in the digital era. This study examines the relationship between social media marketing and innovation performance among Indian start-ups, focusing on the mediating role of entrepreneurial orientation. The study also evaluates the influence of innovation capability on entrepreneurial orientation and innovation outcomes. A quantitative research methodology was adopted using data collected from 164 Indian start-up owners, managers, founders, and CEOs through a structured online questionnaire. Structural Equation Modelling (SEM) was used to analyses the proposed relationships among variables. The findings indicate that social media marketing and innovation capability positively influence entrepreneurial orientation, which subsequently enhances innovation performance through improved product development, market responsiveness, and competitive advantage. The study highlights the importance of entrepreneurial orientation in transforming digital marketing activities into innovation success and provides practical implications for entrepreneurs, managers, and policymakers in the Indian start-up ecosystem.
Keywords: Social Media Marketing, Entrepreneurial Orientation, Innovation Performance, Innovation Capability, Indian Start-ups.