Abstract:
In today’s competitive business landscape, small and medium enterprises (SMEs) face
constant pressure to adopt innovative strategies to enhance performance. This study
explores the mediating role of social media applications in the relationship between
entrepreneurial orientation (EO) and enterprise performance in the Matale District of
Sri Lanka. Using a convenience sampling method, data were collected from 200
enterprises across manufacturing, retail, wholesaling, and services sectors. The study
employed descriptive, correlation, regression, and mediation analyses. The findings
reveal that EO significantly enhances enterprise performance and that social media
applications play a crucial mediating role in this relationship. This highlights the
importance of integrating social media into entrepreneurial strategies for improved
business outcomes.
