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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| Published in | Frontiers in psychology Vol. 13; p. 860307 |
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| Main Authors | , |
| Format | Journal Article |
| Language | English |
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14.03.2022
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| 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. |
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| AbstractList | 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. 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. In the context of China's online technology business, this study explores the linkages between knowledge acquisition 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. 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.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. |
| Author | Zheng, Xiaowei Yang, Yaliu |
| AuthorAffiliation | 2 Department of International Trade, Dong-A University , Busan , South Korea 1 Business School, Suzhou University , Suzhou , China |
| AuthorAffiliation_xml | – name: 2 Department of International Trade, Dong-A University , Busan , South Korea – name: 1 Business School, Suzhou University , Suzhou , China |
| Author_xml | – sequence: 1 givenname: Yaliu surname: Yang fullname: Yang, Yaliu – sequence: 2 givenname: Xiaowei surname: Zheng fullname: Zheng, Xiaowei |
| BackLink | https://www.ncbi.nlm.nih.gov/pubmed/35369216$$D View this record in MEDLINE/PubMed |
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| Copyright | Copyright © 2022 Yang and Zheng. Copyright © 2022 Yang and Zheng. 2022 Yang and Zheng |
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| Keywords | China knowledge acquisition market orientation responsive proactive strategic capability brand innovation social media |
| Language | English |
| License | Copyright © 2022 Yang and Zheng. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
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| Notes | ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 23 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 |
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| Title | Stimulating Brand Innovation Strategy via Knowledge Acquisition, Market Orientation, and Strategic Capability Using Social Media Within China’s Online Technology Industry |
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