The Impact of Logistical Competences on Organizational Performance in Small and Medium Enterprises Moderated by Competitive Advantages in Social Media Campaigns

Abstract

Organizational performance defines how well an organization achieves its goals and objectives. To fulfill these, the organization should improve its logistical competencies including delivery speed, order accuracy, and returns handling. At the same time, social media plays an important role. Therefore, the main objective of this study is to examine and research the influence of logistical competence on the performance of small and medium enterprises (SMEs) with the moderating effect of the competitive advantages of social media. We used a quantitative, descriptive, cause–effect, and cross-sectional approach to actualize this research. A non-probability convenience sampling method was used as it is cost-effective, practical, easy to access, and time-efficient. The main variables, such as delivery speed, order accuracy, and returns handling, were analyzed to determine their influence on organizational performance. A total of 163 respondents participated, ranging from middle to top management employees in SMEs, specifically in Jordan, who completed a structured Google form. Simple, multiple, and hierarchical regression were used to check the hypotheses in this research. The conclusion shows that logistical competence positively affects organizational performance, with competitive advantages in social media campaigns enhancing this effect significantly; this was evident as social media campaigns emerged as an essential platform for marketing logistical strengths and boosting customer engagement. This study and research give recommendations for SMEs to integrate logistics and E-marketing strategies properly. Regarding the study limitations, we see that the regional focus and the small sample size are acknowledged. In the future, research is highly encouraged which looks into industry-specific dynamics, advancing technologies, and cross-cultural contexts. This research bridges the gap between logistics and marketing, thus showcasing a framework promoting logistical competence to gain a competitive advantage in the SME market.