The Effect of Entrepreneurial Orientation Dimensions on E-Marketing Capability toward Social Media Application: A Case Study on YouTube Live Stream

Abstract

This research aims to study the effects and impact of entrepreneurial orientation dimensions on e-marketing capability toward social media applications (SMAs), and the dimensions affecting the firm performance in the international airlines. 350 research questionnaires have been collected based on respondents of the international airline’s passengers. The Statistical (SPSS) version 22 was used analyze the exploratory factor analysis (EFA) and descriptive analysis was directed statistics. The results illustrate that inequality in entrepreneurial orientation dimensions (EOD) impact on e-marketing capability. At the time that airlines tend to integrate their social media application to obtain a global view, encourage coordinated efforts throughout the different passenger's touch points. The results show that a significant effect of e-marketing capability, and YouTube for e-business services on the firm performance. This study concluded that contributes about how airlines passengers use social media applications from different airlines’ entrepreneurial orientation. Finally, the results show that entrepreneurial orientation dimensions (Innovativeness, Competitive aggressiveness, and Proactiveness) has a significant, positive effect on e-marketing capability, But the effects of autonomy on e-marketing capability are not significant Moreover, all of the four dimensions of group effectiveness have significant, positive effects on airlines performance. E-marketing capability and YouTube usage passengers also have significant, positive effects on airlines performance.