The study of the effect of knowledge and market orientation of social media on brand innovation with the role of strategic ability moderating (Case study: Semnan city companies)
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Abstract:
In today's business world, organizations face competitive contexts such as highly volatile markets, global competition, reduced technology innovation cycles, global and timely access to information, as well as widespread changes in cultural, social and political environments. Sustained and, more importantly, challenge their survival and life, companies have inevitably faced with big challenges such as high competition among the company and unpredictable changes in customer demand and consumption trends. The present study aims to investigate the impact Acquiring knowledge of social media and market orientation with the role of moderating the strategic media capability Social innovation and social media brand (CASE STUDY: Semnan) is done. The present study is a descriptive-survey method in terms of applied purpose and how to collect information. The statistical population of this research includes 250 companies that operate electronically in Semnan. Data analysis was performed by statistical software using structural equation PLS2. The results of the research indicate that the role of moderating the strategic ability to acquire knowledge of the social media is the role of moderating the social media brand.
Article Type:
Research/Original Article
Language:
Persian
Published:
Journal of Society Culture Media, Volume:6 Issue:24, 2017
Pages:
109 - 123
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