Impact of Market Orientation on Organizational Innovativeness with the Moderating Effect of Social Networking Sites

Abstract

The aim of the research is to find out the influence of market orientation on organizational innovation with the moderating effect of social networking sites. Different dimensions of the market proposed by the research. The researcher surveyed three SMEs of Pakistan. A sample size of 150 is selected and 150 questionnaires are circulated to the marketing department of three SMEs. Different statistical tests are used to reach the research objectives. A latest version of SPSS is used for the analysis. The outcome of the study shows that Market Orientation and Social Networking Sites have a positive and significant influence on organization innovation. The study also shows that type of SNS moderates positively the relationship between intelligence generation and organization innovation.