文献类型：期刊文献

英文题名：Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability

作者：Bang Nguyen[1];Yu, Xiaoyu[2];Melewar, T. C.[3];Chen, Junsong[1]

机构：[1]E China Univ Sci & Technol, Sch Business, Shanghai 200237, Peoples R China;[2]Shanghai Univ, Sch Management, Shanghai 200444, Peoples R China;[3]Middlesex Univ, Sch Business, London NW4 4BT, England

年份：2015

卷号：51

起止页码：11

外文期刊名：INDUSTRIAL MARKETING MANAGEMENT

收录：;WOS:【SSCI(收录号:WOS:000367418800003)】；

基金：The research is supported by the Natural Science Foundation of China (71472119, 71102030), the Shuguang Planning of Shanghai Education Development Foundation (14SG38), the National Social Science Foundation of China (13AZD015, 11&ZD035), the Project of Philosophy and Social Science of Shanghai (2014BGL013), and the Project of 'Social Development of Metropolis and Construction of Smart City' (085SHDX001). The funding sources had no involvement in the execution of the research.

语种：英文

外文关键词：Emerging market; Knowledge acquisition from social media; Market orientation; Social media strategic capability; Social media brand innovation

摘要：The study examines the relationships between knowledge acquisition from social media, two forms of market orientation (proactive and reactive), social media strategic capability, and brand innovation strategy in the context of China's online technology industry. Analysis of 357 online technology ventures, created during the past 6 years, suggests that brand innovation is affected by both knowledge acquisition from social media and market orientation. Social media strategic capability positively affects brand innovation and acts as a moderator between knowledge acquisition, market orientation, and brand innovation. It further enhances both types of market orientations in achieving brand innovation, suggesting that on social media, customer's needs, both expressed and latent (or unexpressed), can be identified more comprehensively than that of the traditional setting. Hence, the context of social media provides a different set of rules for competition and strategic behavior, in which online technology ventures should note. Implications are useful to improve the current understanding of social media brand innovation strategy, here in China's dynamic social media scene. (C) 2015 Elsevier Inc All rights reserved,