Investigation the impact of social media, acquiring knowledge from it and the moderating role of social media's strategic capability on brand innovation studied by electronic equipment manufacturing companies in Shams Abad Industrial Park

Today, social media are an integral part of business and their importance is increasing day by day, and companies are not easily able to operate outside of these media, gaining knowledge from these media enables organizations to have better interactions with customers. Organizations need innovation to survive and use it as a competitive advantage. Social media strategic capability acts as a moderating variable between knowledge acquisition and brand innovation. The purpose of this research is to investigate the impact of social media and gain knowledge from it and the moderating role of strategic capability of social media in brand innovation. The statistical population includes 333 samples. The data of this research has been collected through a questionnaire and a 5-point Likert scale has been used to evaluate the questionnaires, and the reliability of the questionnaire for each of the components has been confirmed through Cronbach's alpha, and in order to validate the questionnaire from the experts' opinions, to check the hypotheses from the test Spearman and multiple regression was used for the inferential analysis of the data. Data analysis has been done by SPSS and Lisrel software, in the examination of the first hypothesis, it was found that social media has a positive and meaningful effect on brand innovation. In the examination of the second hypothesis, it was found that acquiring knowledge from social media has a positive and meaningful effect on brand innovation. In the third hypothesis, it was found that the strategic capability of social media positively moderates the relationship between acquiring knowledge from social media and brand innovation. According to the results obtained from this research, social media and the acquisition of knowledge from these media with the role of moderating strategic capability enable organizations to improve their brand innovation.