Leveraging capabilities of social media marketing for business success
Social media platforms viewed as an integrated resources in marketing capabilities, yet there is a significant shortage and fragmentation of research articulating the dimensions of social media marketing (SMM) capabilities and their influence on brand and firm performance. The aim of this study in t...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2024-12-01
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| Series: | Computers in Human Behavior Reports |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S245195882400157X |
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