The performance impact of social media in the chain store industry

This study examines the role of social media marketing strategy and its relation to organizational culture, strategic leadership, organizational learning, social network, innovation orientation, and performance in the chain store and franchise context. The study uses data from 327 active firms from a chain store and franchise system in Taiwan. The study tests the predictions of relationships using mail survey data from the sample, and employs structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) to analyze the research questions. Results show that social media marketing strategy, organizational culture, strategic leadership, organizational learning, social network, and innovation orientation are key factors in reinforcing a firms' organizational performance within the chain store and franchise system. The study provides theoretical and managerial implications.