Abstract
In the context of China’s online technology business, this study explores the linkages between knowledge acquisition via social media, two modes of market orientation (proactive and responsive), social media strategic capability, and brand innovation strategy. Data were collected from 853 Chinese technology firms with the help of questionnaire. To analyze the collected data structure, equation modeling was applied using smart-PLS 3.3 version. Results indicate that knowledge acquisition from social media, market orientation (proactive and responsive), and strategic capability has significant impact on brand innovation in the context of social media. Furthermore, strategic capability on social media moderates the relationship between knowledge, market orientation (proactive and responsive), and brand innovation in the context of social media. This study offers new perspectives on market orientation and brand innovation strategy by extending the literature and testing key assumptions. Moreover, using social media knowledge in social media marketing and innovation management is a sensible approach for making changes and transforming an organization.
Highlights
Social media usage is booming as marketers find new ways to reach consumers
We further propose that companies with immense social media strategic capability better understand their available resources and how they should be allocated and integrated, which will cause improved brand innovation through a marketresponsive orientation (Foltean et al, 2019; Odoom and Mensah, 2019)
All the moderating effects are positive and significant. It offers significant results consistent with the previous research; the results show that strategic capability on social media influences the relationship between knowledge acquisition from social media, proactive social media market orientation, responsive social media market orientation, and brand innovation on social media are significantly and positively
Summary
Social media usage is booming as marketers find new ways to reach consumers. Businesses can interact directly with their customers through social media, engage with them, and amplify their voices. Companies are still unsure how to effectively utilize social media. Social media strategies often focus on platforms as separate entities rather than interrelating to form a coherent whole. Social media requires an even more holistic approach (Cai et al, 2015). Social media marketing has been extensively researched in recent years. Social media initiatives and brand innovations are among the topics explored in this study, including how to acquire knowledge from social media, strategic capabilities when using social media, market orientation, and how to use social media for brand innovation (Muduli and Trivedi, 2020; Gupta and Syed, 2021)
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