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Leveraging capabilities of social media marketing for business success

Social media platforms viewed as an integrated resources in marketing capabilities, yet there is a significant shortage and fragmentation of research articulating the dimensions of social media marketing (SMM) capabilities and their influence on brand and firm performance. The aim of this study in t...

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Principais autores: Sofiane Laradi, Amina Elfekair, Mahmaod Alrawad, Mujtaba Hashim, Faten Derouez
Format: Artigo
Sprog:Inglês
Udgivet: Elsevier 2024-12-01
Serier:Computers in Human Behavior Reports
Fag:
Social media
Brand equity
Marketing capability
Algeria
Online adgang:http://www.sciencedirect.com/science/article/pii/S245195882400157X
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