Leveraging capabilities of social media marketing for business success

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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Bibliographic Details
Main Authors: Sofiane Laradi, Amina Elfekair, Mahmaod Alrawad, Mujtaba Hashim, Faten Derouez
Format: Article
Language:English
Published: Elsevier 2024-12-01
Series:Computers in Human Behavior Reports
Subjects:
Social media
Brand equity
Marketing capability
Algeria
Online Access:http://www.sciencedirect.com/science/article/pii/S245195882400157X
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