The Role of Market Orientation and Social Media Technology on Firm Performance: An Empirical Study in the Algerian Telecommunications Sector

Abstract

This study investigates the impact of Market Orientation (MO) and Social Media Technology (SMT) on Firm Performance (FP) within the context of the Algerian telecommunications sector, specifically focusing on Algérie Télécom. Adopting a quantitative, analytical approach, the study utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software to analyze survey data collected from employees. The measurement model demonstrated high reliability and validity, confirming the robustness of the research instrument. Structural model analysis revealed that both MO and SMT have a statistically significant positive effect on FP. Notably, Market Orientation exhibited a strong effect (f² = 0.409), significantly outweighing the moderate effect of Social Media Technology (f² = 0.131). The findings underscore that while SMT plays a crucial, supportive role in enhancing communication and public image, it is the strategic adoption of a market-oriented management philosophy that remains the primary driver of superior organizational performance in this competitive environment. The study contributes to the literature by providing empirical evidence from an emerging market context, highlighting the necessity of integrating strategic orientation with technological capabilities.