Strategic Marketing Communication for Sustainable Growth: Examining the Influence on Export Intentions and Financial Performance in Iron and Mining SMEs

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F23%3AN0000049" target="_blank" >RIV/04130081:_____/23:N0000049 - isvavai.cz</a>

Result on the web

<a href="https://actamont.tuke.sk/ams2023.html" target="_blank" >https://actamont.tuke.sk/ams2023.html</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.46544/AMS.v28i4.05" target="_blank" >10.46544/AMS.v28i4.05</a>

Result language

angličtina

Original language name

Strategic Marketing Communication for Sustainable Growth: Examining the Influence on Export Intentions and Financial Performance in Iron and Mining SMEs

Original language description

The positive contributions that small and medium-sized enterprises (SMEs) make in the iron and mining industries are vital for the development of the global economy. However, their costly operations in disadvantaged regions and the green economy interests of financial institutions have made them face more financial obstacles that decrease their export and financial performance. In this regard, their ability to use marketing communication tools that are included in the dynamic capability of Resource -based View theory (RBV) can reduce their exporting and financial performance concerns. This is because using these marketing communication tools presents them with less costly marketing solutions and provides competitive advantages for SMEs against their larger -sized rivals. In this regard, this paper aims to analyze the impact of one-way (telemarketing, direct mail, website, etc.) and two-way marketing communication tools (social media platforms) on SMEs' export intention and financial performance from the iron and mining industries. The research team collected data from 1221 SMEs operating in Eastern European countries via an internet-mediated questionnaire to hit this target. The impacts of the marketing communication tools on export intention and financial performance are analyzed via the Binary Logistic Regression Test. The results show that while using one-way and two-way marketing communication tools does not affect the export intention of SMEs, it negatively affects their financial performance. The reason for these results might be related to the location and sector in which SMEs operate.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

ACTA MONTANISTICA SLOVACA

ISSN

1335-1788

e-ISSN

—

Volume of the periodical

28

Issue of the periodical within the volume

4

Country of publishing house

SK - SLOVAKIA

Number of pages

13

Pages from-to

850-862

UT code for WoS article

001222837500015

EID of the result in the Scopus database

2-s2.0-85191696063