publication . Article . Other literature type . 2015

Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability

Nguyen, Bang; Yu, Xiaoyu (Allen); Melewar, T. C.; Chen, Junsong;
Open Access English
  • Published: 01 Nov 2015
  • Publisher: Elsevier
  • Country: Mauritius
International audience; The study examines the relationships between knowledge acquisition from social media, two forms of market orientation (proactive and reactive), social media strategic capability, and brand innovation strategy in the context of China's online technology industry. Analysis of 357 online technology ventures, created during the past 6 years, suggests that brand innovation is affected by both knowledge acquisition from social media and market orientation. Social media strategic capability positively affects brand innovation and acts as a moderator between knowledge acquisition, market orientation, and brand innovation. It further enhances both...
free text keywords: Social media brand innovation, Social media strategic capability, Emerging market, Knowledge acquisition from social media, Market orientation, [SHS.ECO]Humanities and Social Sciences/Economics and Finance, [SHS.GESTION]Humanities and Social Sciences/Business administration, Marketing, Business, Brand awareness, Emerging markets, Brand management, business.industry, Moderation, Brand equity, Knowledge management, Social media, Knowledge acquisition
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