<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Whereas the application of social media marketing has been trending in business, the theoretical research that analyses the phenomenon of social media marketing is to some extent lagging behind. In practice, social media marketing is often viewed as a customer relationship management (CRM) tool or technique and not as a capability. This paper builds on the theories of the resourced-based view (RBV) and dynamic capabilities to explore the concept of social media marketing capability. The aim of this paper is to redefine the phenomenon of social media marketing capability and to contribute to the existing literature. In addition, it urges firms to look into social media marketing not only as a tool or technique, but also as an organizational capability.</p></abstract>

Whereas the application of social media marketing has been trending in business, the theoretical research that analyses the phenomenon of social media marketing is to some extent lagging behind. In practice, social media marketing is often viewed as a customer relationship management (CRM) tool or technique and not as a capability. This paper builds on the theories of the resourced-based view (RBV) and dynamic capabilities to explore the concept of social media marketing capability. The aim of this paper is to redefine the phenomenon of social media marketing capability and to contribute to the existing literature. In addition, it urges firms to look into social media marketing not only as a tool or technique, but also as an organizational capability.

Social Media Marketing – from Tool to Capability

ISM University of Management and Economics

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Social Media Marketing \u2013 from Tool to Capability"}

Whereas the application of social media marketing has been trending in business, the theoretical research that analyses the phenomenon of social media...

Social Media Marketing – from Tool to Capability

Published Online: Oct 04, 2018

Page range: 131 - 145

Received: May 21, 2018

DOI: https://doi.org/10.1515/mosr-2018-0009

Keywords
social media marketing, social media marketing capability, resource-based view (RBV), dynamic capabilities

© 2018 Dominyka Venciūtė, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Social Media Marketing – from Tool to Capability

Published Online: Oct 04, 2018

Page range: 131 - 145

Received: May 21, 2018

DOI: https://doi.org/10.1515/mosr-2018-0009

Keywordssocial media marketing, social media marketing capability, resource-based view (RBV), dynamic capabilities

© 2018 Dominyka Venciūtė, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
social media marketing, social media marketing capability, resource-based view (RBV), dynamic capabilities