Earticle

초록

영어

Nowadays, most companies are using social media for different purposes. Some companies are quite successful in using social media while others keep investing time and effort but cannot achieve satisfactory result. This study suggests a research model to investigate the relationship between strategic orientation (customer orientation and relationship orientation) and firm performance through social media capability. Companies that are customer-oriented tend to use social media in order to know more about the customers. As most social media are aiming at helping users to share information and build relationships, companies that are more relationship-oriented tend to develop high level social media capability easier. This study develops social media capability, as a multidimensional construct which contains four steps -- planning, deploying, monitoring and responding. When companies are able to develop high level social media capability, they will be able to achieve satisfactory firm performance, in terms of brand equity, customer satisfaction, market effectiveness and (anticipated) profitability..

목차

Abstract
 Introduction
 Literature Review
  Strategic Orientations
  Social Media' Influence on Organizational Performance
 Research Model and Research Hypothesis
 Research Hypothesis
  Customer Orientation and Social Media Capability
  Relationship Orientation and Social Media Capability
  Social Media Capability and Organizational Performance
 Research Method
  Hypothesis Testing
 Implication
  Academic Implications
  Practical Implications
 Conclusion
 References

저자

• 목혜민 [ 동국대학교 대학원 테크노경영협동과정, MIS 박사과정 ]
• 문태수 [ 동국대학교 경영학부, 교수 ]

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