1. Social Media Marketing – from Tool to Capability
- Author
-
Dominyka Venciūtė
- Subjects
Knowledge management ,business.industry ,social media marketing ,05 social sciences ,Theoretical research ,Customer relationship management ,HD28-70 ,Social media marketing ,social media marketing capability ,resource-based view (rbv) ,Phenomenon ,0502 economics and business ,Management. Industrial management ,050211 marketing ,Dynamic capabilities ,Lagging ,Business management ,business ,dynamic capabilities ,050203 business & management - Abstract
Whereas the application of social media marketing has been trending in business, the theoretical research that analyses the phenomenon of social media marketing is to some extent lagging behind. In practice, social media marketing is often viewed as a customer relationship management (CRM) tool or technique and not as a capability. This paper builds on the theories of the resourced-based view (RBV) and dynamic capabilities to explore the concept of social media marketing capability. The aim of this paper is to redefine the phenomenon of social media marketing capability and to contribute to the existing literature. In addition, it urges firms to look into social media marketing not only as a tool or technique, but also as an organizational capability.
- Published
- 2018
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