The study of the effect of knowledge and market orientation of social media on brand innovation with the role of strategic ability moderating (Case study: Semnan city companies)

Authors
Mehrdad Matani 1
Hamid Reza saedi 2
Rahele Sadat Khatami 3
1 Assistant Professor of Ghaemshahr Department of Management
2 Islamic Azad University, Semnan Branch
3 University of Semnan
Abstract
In today's business world, organizations face competitive contexts such as highly volatile markets, global competition, reduced technology innovation cycles, global and timely access to information, as well as widespread changes in cultural, social and political environments. Sustained and, more importantly, challenge their survival and life, companies have inevitably faced with big challenges such as high competition among the company and unpredictable changes in customer demand and consumption trends. The present study aims to investigate the impact Acquiring knowledge of social media and market orientation with the role of moderating the strategic media capability Social innovation and social media brand (CASE STUDY: Semnan) is done. The present study is a descriptive-survey method in terms of applied purpose and how to collect information. The statistical population of this research includes 250 companies that operate electronically in Semnan. Data analysis was performed by statistical software using structural equation PLS2. The results of the research indicate that the role of moderating the strategic ability to acquire knowledge of the social media is the role of moderating the social media brand.

Keywords

 
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Society Culture Media
Volume 6, Issue 24
Summer 2017
Pages 109-123

  • Receive Date 01 October 2018