Mediating Role of Social Media Applications on the Relationship Between Entrepreneurial Orientation and the Performance of Enterprises in Matale District

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.