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...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2024-12-01
|
| Series: | Computers in Human Behavior Reports |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S245195882400157X |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850113778462490624 |
|---|---|
| author | Sofiane Laradi Amina Elfekair Mahmaod Alrawad Mujtaba Hashim Faten Derouez |
| author_facet | Sofiane Laradi Amina Elfekair Mahmaod Alrawad Mujtaba Hashim Faten Derouez |
| author_sort | Sofiane Laradi |
| collection | DOAJ |
| description | 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 to investigate the influence SMM capabilities on brand equity and firm performance. Using a survey method, we gathered data from 326 firm presented at four separate exhibitions in Algeria. The structural equation modeling results shows that SMM capabilities have a positive effect on brand equity and firm performance. Furthermore, the findings shown that brand equity effect firm performance and plays a complementary role between SMM capabilities and firm performance. However, SMM capabilities have been found to have no influence on brand equity furthermore, there is no moderating effect for firm size on any of the investigated relations. The findings significantly contribute the understanding of the SMM as strategic resources and dynamic capabilities, guiding community managers, content creators, and digital analysis to optimize social media platforms abilities for communication. |
| format | Article |
| id | doaj-art-4ffabb7fc6824ff7a6643084156ebd2c |
| institution | OA Journals |
| issn | 2451-9588 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Computers in Human Behavior Reports |
| spelling | doaj-art-4ffabb7fc6824ff7a6643084156ebd2c2025-08-20T02:37:04ZengElsevierComputers in Human Behavior Reports2451-95882024-12-011610052410.1016/j.chbr.2024.100524Leveraging capabilities of social media marketing for business successSofiane Laradi0Amina Elfekair1Mahmaod Alrawad2Mujtaba Hashim3Faten Derouez4Faculty of Economics, Business, and Management Sciences, Department of Business Sciences, University of Blida 2 Lounici Ali, AlgeriaFaculty of Economics, Business, and Management Sciences, Department of Business Sciences, University of Blida 2 Lounici Ali, AlgeriaCollege of Business Administration and Economics, Al Hussein Bin Talal University, Ma'an, Jordan; Qunatitative Method, College of Business, King Faisal University, Al-Ahsa, 31982, Saudi Arabia; Corresponding author. Quantitative Methods Department, College of Business Administration, King Faisal University, Saudi Arabia.Qunatitative Method, College of Business, King Faisal University, Al-Ahsa, 31982, Saudi Arabia; Al-Neelain University, Khartoum, SudanQunatitative Method, College of Business, King Faisal University, Al-Ahsa, 31982, Saudi ArabiaSocial 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 to investigate the influence SMM capabilities on brand equity and firm performance. Using a survey method, we gathered data from 326 firm presented at four separate exhibitions in Algeria. The structural equation modeling results shows that SMM capabilities have a positive effect on brand equity and firm performance. Furthermore, the findings shown that brand equity effect firm performance and plays a complementary role between SMM capabilities and firm performance. However, SMM capabilities have been found to have no influence on brand equity furthermore, there is no moderating effect for firm size on any of the investigated relations. The findings significantly contribute the understanding of the SMM as strategic resources and dynamic capabilities, guiding community managers, content creators, and digital analysis to optimize social media platforms abilities for communication.http://www.sciencedirect.com/science/article/pii/S245195882400157XSocial mediaBrand equityMarketing capabilityAlgeria |
| spellingShingle | Sofiane Laradi Amina Elfekair Mahmaod Alrawad Mujtaba Hashim Faten Derouez Leveraging capabilities of social media marketing for business success Computers in Human Behavior Reports Social media Brand equity Marketing capability Algeria |
| title | Leveraging capabilities of social media marketing for business success |
| title_full | Leveraging capabilities of social media marketing for business success |
| title_fullStr | Leveraging capabilities of social media marketing for business success |
| title_full_unstemmed | Leveraging capabilities of social media marketing for business success |
| title_short | Leveraging capabilities of social media marketing for business success |
| title_sort | leveraging capabilities of social media marketing for business success |
| topic | Social media Brand equity Marketing capability Algeria |
| url | http://www.sciencedirect.com/science/article/pii/S245195882400157X |
| work_keys_str_mv | AT sofianelaradi leveragingcapabilitiesofsocialmediamarketingforbusinesssuccess AT aminaelfekair leveragingcapabilitiesofsocialmediamarketingforbusinesssuccess AT mahmaodalrawad leveragingcapabilitiesofsocialmediamarketingforbusinesssuccess AT mujtabahashim leveragingcapabilitiesofsocialmediamarketingforbusinesssuccess AT fatenderouez leveragingcapabilitiesofsocialmediamarketingforbusinesssuccess |