Social Media use and value creation in the digital landscape: a dynamic-capabilities perspective
Social Media use and value creation in the digital landscape: a dynamic-capabilities perspective
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DOI：
10.1108/josm-09-2018-0286
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发表时间：
2020-04-14
影响因子：
10.6
通讯作者：
Lockett, Nigel
中科院分区：
文献类型：
--
作者：
Garrido-Moreno, Aurora;Garcia-Morales, Victor;Lockett, Nigel
虽然社交媒体的使用已经变得无处不在，但以前的研究未能解释如何战略性地使用社交媒体工具，在当今日益数字化的环境中创造商业价值。采用动态能力的角度来看，本文实证研究的具体过程中，通过社会媒体的使用转化为更好的性能和在这个过程中所涉及的能力。设计/方法/方式提出了一个研究模型，包括社会媒体使用的前因和后果。现有的研究进行了检查，得出的研究假设，这是使用SEM方法进行测试的212家酒店的样本。结果-结果表明，社会媒体的使用并没有产生显着的直接影响组织绩效。相反，调查结果证实了社会化CRM和客户参与能力在价值创造过程中发挥的中介作用。实际影响-结果表明，应该如何实施和管理社会媒体工具，以产生商业价值的酒店。影响产生有趣的见解，为酒店管理者的独创性/价值-这项研究是第一次尝试，以经验分析数字媒体技术的真实的影响，特别是社会媒体的使用，借鉴动态能力的角度来看，专注于服务公司（酒店）。包括变量“组织准备”作为一个基本的先决条件，以受益于社会媒体的使用增强了研究的新奇和贡献。
Purpose Although Social Media use has become all-pervasive, previous research has failed to explain how to use Social Media tools strategically to create business value in today's increasingly digital landscapes. Adopting a dynamic capabilities perspective, this paper empirically examines the specific process through which Social Media use translates into better performance and the capabilities involved in this process. Design/methodology/approach A research model is proposed that includes both antecedents and consequences of Social Media use. Existing research was examined to derive the research hypotheses, which were tested using SEM methodology on a sample of 212 hotels. Findings The results show that Social Media use does not exert significant direct impact on organizational performance. Rather, the findings confirm the mediating role played by Social CRM and Customer Engagement capabilities in the value creation process. Practical implications The results demonstrate how Social Media tools should be implemented and managed to generate business value in hotels. Implications yield interesting insights for hotel managers Originality/value This study is a first attempt to analyze empirically the real impact of digital media technologies, particularly Social Media use, drawing on the dynamic capabilities perspective and focusing on service firms (hotels). Including the variable "Organizational Readiness" as a basic prerequisite to benefit from Social Media use enhances the study's novelty and contribution.