Examining the Effects of Technological Capabilities, Social Media Use, and Competitive Advantage on Export Performance: Evidence from Exporting Companies in Kermanshah City
Keywords:
Export performance, Technological capabilities, Social media use, Competitive advantage, Exporting companiesAbstract
The objective of this study was to examine the effects of technological capabilities, social media use, and competitive advantage on the export performance of exporting companies operating in Kermanshah city. This study was applied in purpose and employed a descriptive–survey design with a correlational approach. The statistical population consisted of all employees of active exporting companies located in the Bisotun and Faramān industrial zones of Kermanshah city in 2024, totaling 1,005 individuals. Using Cochran’s formula, a sample of 278 respondents was selected through convenience sampling. Data were collected using a researcher-developed questionnaire comprising 29 items measured on a five-point Likert scale. The questionnaire assessed four constructs: technological capabilities, social media use, competitive advantage, and export performance. Data analysis was conducted using SPSS version 24. Descriptive statistics were used to summarize the data, while inferential analyses included normality testing, Pearson correlation analysis, and multiple regression analysis to test the proposed relationships among the variables. Inferential results indicated that technological capabilities, social media use, and competitive advantage all had positive and statistically significant effects on export performance. Pearson correlation analysis showed significant positive associations among all study variables. Multiple regression results demonstrated that the proposed model explained a substantial proportion of variance in export performance, with social media use showing the strongest standardized effect, followed by competitive advantage and technological capabilities. The overall regression model was statistically significant, confirming the joint explanatory power of the predictors. The findings suggest that export performance is strongly influenced by firms’ technological readiness, effective use of social media, and the ability to develop competitive advantages. Integrating technological and digital capabilities into export strategies can significantly enhance firms’ success in international markets, particularly in regional and developing-economy contexts.
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Copyright (c) 2026 Saba Karimi (Author); Sajad Boroumand (Corresponding author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
