Uso De Social Media Marketing Y Desempeño Mercadológico De Las Micro Y Pequeñas Empresas

To better understand the impact of Social Media Marketing on the marketing performance of companies, this study aimed to analyze the relationship between the attitude of entrepreneurs and marketing performance, using a serial mediation model involving technical knowledge and usage level. The Survey method was employed with online questionnaires for Brazilian micro and small business owners. The analysis identified that usage level mediates the relationship between the attitude of entrepreneurs and marketing performance, with both technical knowledge and usage level serving as mediators in this relationship.