Stimulating Brand Innovation Strategy via Knowledge Acquisition, Market Orientation, and Strategic Capability Using Social Media Within China’s Online Technology Industry

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 te...

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Bibliographic Details
Published inFrontiers in psychology Vol. 13; p. 860307
Main Authors Yang, Yaliu, Zheng, Xiaowei
Format Journal Article
LanguageEnglish
Published Switzerland Frontiers Media S.A 14.03.2022
Subjects
brand innovation
knowledge acquisition
market orientation
proactive
Psychology
social media
strategic capability
China
knowledge acquisition
market orientation
responsive
proactive
strategic capability
brand innovation
social media
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Summary: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.
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This article was submitted to Organizational Psychology, a section of the journal Frontiers in Psychology
Edited by: Huayu Shi, Shanghai Institute of Technology, China
Reviewed by: Maria Kovacova, University of Žilina, Slovakia; Susmita Mukhopadhyay, Indian Institute of Technology Kharagpur, India
ISSN:1664-1078
1664-1078
DOI:10.3389/fpsyg.2022.860307