SME ENGAGEMENT IN ONLINE BRAND COMMUNITIES: ROLE OF SOCIAL CAPITAL AND INFORMATION IN ENHANCING BRAND INNOVATION AND SUSTAINABLE COMPETTIVE ADVANTAGE

Abstract

Through this study, the primary aim is to investigate the entrepreneurial setting in Qatar, with a focus on examining the role of social media in enhancing entrepreneurs' information and social capital, and how this affects their brand innovation. This is consistent with the significance of brand innovation in meeting dynamic consumer needs, enabling businesses to sustain in highly competitive environments, both in Qatar and globally, and creating sustainable competitive advantages. Furthermore, this study aims to concurrently determine the main capabilities and competencies that entrepreneurs possess to discover opportunities in the digital area. Entrepreneurial alertness has been identified by various authors and through personal experience as a critical skill. An online survey was administered to 162 SMEs to evaluate Qatar's utilization of social media and its effects on their sustainable competitive advantage and innovation, with a focus on social and information capital. The proposed model was analyzed through structural equation modeling to gauge its effectiveness, with the model being of good fit and all hypotheses have been strongly supported. Practical and theoretical implications are also discussed.