Entrepreneurial Orientation and Its Impact on Social Media Marketing Capabilities - A Survey Study of Premium Restaurants in Al Mansour District

Abstract

The research aims to investigate the nature of the correlational and influential relationship between entrepreneurial orientation as an independent variable and social media marketing capabilities as a dependent variable with its two dimensions (pricing ability and marketing communication ability) in the premium restaurants community of Al-Mansour neighborhood. These variables interacted to form the general framework around which the study problem revolved, which focused on the nature of the relationship and influence on each of the study variables through the main question of the study problem (What is the effect of entrepreneurial orientation on enhancing marketing capabilities through social media?). The study adopted the descriptive analytical approach and used the questionnaire as a primary tool in collecting information and data consisting of (21) paragraphs. The data were collected through a sample of (30) companies represented by managers, accountants and public relations managers in premium restaurants in Al-Mansour neighborhood. The research reached a set of conclusions, the most important of which was the clear impact of entrepreneurial orientation on procrastination capabilities through social media in premium restaurants in Al-Mansour neighborhood.