Co-creating social media agility to build strong customer-firm relationships

The results reveal these two types of capabilities to have an interactive effect on social media agility that is positively correlated with the strength of customer-firm relationships

Shu-Hui Chuang

2019

Scholarcy highlights

  • Promising links have been established between social information processing capability, customer co-creation, and social media agility, empirical studies have not offered sufficiently convincing evidence on the benefits of using social media
  • This study adopted the dynamic capability view that assesses the development of internal capability by combining information acquisition, communication, and responsiveness and examines the effect of customer co-creation on operational agility through the use of social media
  • The key contribution of this study is its examination of how social media agility is influenced by both internal and external capabilities
  • The results reveal these two types of capabilities to have an interactive effect on social media agility that is positively correlated with the strength of customer-firm relationships
  • Shu-Hui Chuang is an associate professor in the Department of Business Administration at Asia University in Taiwan. She received her Ph.D. in the Department of Information Management at National Chung Cheng University in Taiwan
  • Her published works have appeared in Journal of Strategic Information Systems, International Journal of Information Management, Journal of Business Research, Online Information Review, Journal of Destination Marketing & Management, Information Technology and Management, and others

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