Impact of Enterprise Social Media Platforms on Integrating Inter-functional Coordination: A Moderated-Mediation effect of Optimising Staff Capabilities 'Empirical Study on ICT SMEs at Gulf Cooperation Council Area'

Abstract Academics acknowledged the positive correlation between Market Orientation (MO)Theory and business profitability at Small and Medium Enterprises. Marketing scholars emphasized on the magnitude of Integrating Inter-Functional Coordination in order to improve staff performance, as well as, to create superior customer value. However, the research identified a spotting gap in marketing literature that neglect the topic of Integrating Inter-Functional Coordination (IIFC) with the Market Orientation (MO) theory. Scholars defined the Integration of Inter-Functional Coordination as optimisation of dynamic capabilities such as staff engagement and knowledge sharing to improve performance of interdepartmental functions. In addition, academics posit that Information Technology such as Enterprise Social Media platforms crucially assist to improve staff capabilities through increasing engagement and knowledge sharing among staff. Consequently, the research developed a conceptual framework that aims to evaluate the impact of using Enterprise Social Media platforms to Integrate Inter-Functional Coordination through the inclusion of the indirect interactive moderated-mediation effect of staff capabilities. Online survey questionnaire designed and submitted to Information Technology SMEs at Gulf Cooperation Council area and which consists six countries (Saudi Arabia, Kuwait, United Arab Emirates, Qatar, Oman and Bahrain). Data gathered and screened from total of 684 respondents at ICT SMEs in GCC area. The research adopted Structural Equation Modelling with AMOS for data analysis in order to analyse complex interactions relationship between latent and observed variables at the framework. Four hypotheses are tested and results indicated a full significant indirect interactive moderated-mediation effect of optimizing staff capabilities through the impact of using enterprise social media platforms to integrate inter-Functional coordination. The research contributes to the knowledge of marketing literature through the information technology context with the inclusion of strategic management approach. Interestingly, a recent research identified that one of the main challenges facing the performance of the SMEs is due to the lack of optimisation of staff capabilities. This research presented a theoretical framework and finding that provides an optimization of staff capacities. Therefore, this research may present a second potential contribution to literatures of strategic management through the findings that lead to optimise staff capabilities.