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

Chuang, Shiow-Shuh

doi:10.1016/j.indmarman.2019.06.012

Cited by 80 publications

(75 citation statements)

References 67 publications

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“…Several studies have found relevance for agility in different topical areas of management, such as in supply chain management, the internet of things, customer engagement, and technologydriven operational management (Akhtar, Khan, Tarba, & Jayawickrama, 2018;Chuang, 2020;Swafford, Ghosh, & Murthy, 2008;Tan, Tan, Wang, & Sedera, 2017) and its usage in this study followed it inter-disciplinary relevance of the concept of agility to firm success. Given this discussion, this study proposes that social media agility will explain significant firm survival variations.…”

Section: Social Media Agility and Firm Survivalmentioning

confidence: 94%

“…In the event of unprecedented market dynamics, where customers exhibit erratic behavior and competition becomes aggressive, it becomes critical for firms to gather customer-intelligence that would enhance their ability to respond to the market need more effectively (Chuang, 2020;Hardwick & Anderson, 2019;Koponen, Julkunen, & Asai, 2019;Mpandare & Li, 2020;Murphy & Sashi, 2018;Quach, Thaichon, Lee, Weaven, & Palmatier, 2020). Otherwise, failure to be responsive to this competitive market dynamics suggests a firm that is not interested in being competitive nor wanting to survive the harsh business environment.…”

Section: Social Media Agility and Firm Survivalmentioning

confidence: 99%

“…While this narrative may be correct, employing social media and not being agile in customer feedback may not guarantee the positive ripple effect as identified earlier. This is because a lack of agile social media suggests that a firm that cannot identify changing market demands attributable to erratic customer feedback quickly and proactively takes advantage of the opportunities it provides and responds efficiently by providing a market offering that meets customer feedback (Chuang, 2020). Besides, Nijssen and Ordanini (2020) stressed that using social media to create a new product for customers is not an isolated activity because its success is preconditioned on how such external feedbacks are effectively integrated within existing firm-level capabilities.…”

Section: Social Media Agility and Firm Survivalmentioning

confidence: 99%

See 2 more Smart Citations

Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis

2021

Marketing and Branding Research

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This study assessed the effect of adaptive capability and social media agility on survival firms in multiple industries in five countries. Furthermore, it established the mediating effect of ambidextrous marketing capability on the interaction between adaptive capability, social media agility, and firm survival, and examined the interaction between social media agility and adaptive capability. The study adopted a survey design and a sample of 416 firms in Nigeria, Canada, the United States, Australia, and the United Kingdom, and conducted the regression analysis to test the hypotheses formulated therein. The results showed that adaptive capability and social media agility had a positive and significant effect on business survival. Further analysis showed that when ambidextrous marketing capability was incorporated into the two models respectively and forming multiple regression analysis, the coefficient of ambidextrous marketing capability had a significant effect on business survival; however, the coefficient of adaptive capability and social media agility became insignificant suggesting that a full mediation effect was established. Lastly, social media agility had a positive and significant effect on the firm's adaptive capability. The findings suggest that adaptive capability and social media agility enhance firm survival through the mechanism of ambidextrous marketing capability. The study recommends that firms strengthen their adaptive capability infrastructure; develop a robust, agile social media interface, and commit resources to enhance connectivity with the market, supplier, and customers (outside-in). Likewise, enhance internal organizational knowledge, skill, and ability (inside-out) to offer incremental and radical products to address changing market demand.

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Section: Social Media Agility and Firm Survivalmentioning

confidence: 94%

Section: Social Media Agility and Firm Survivalmentioning

confidence: 99%

Section: Social Media Agility and Firm Survivalmentioning

confidence: 99%

See 1 more Smart Citation

Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis

2021

Marketing and Branding Research

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“…It is surprising that the customer agility concept as a whole is quite new and that it has not received suffi cient attention in the context of tourism and hospitality. Part of the reasons lie in the fact that most of the studies focused more on the specifi c characteristics of customer agility such as innovative capabilities (Grissemann, Pikkemaat, & Weger, 2013), customer responsiveness and transformation capabilities (Lam & Law, 2019); or related agility such as supply chain agility (García-Alcaraz et al, 2017), organizational agility (Mihardjo, Sasmoko, & Rukmana, 2019), social media agility (Chuang, 2020), and website agility (Mandal, Roy, & Raju, 2017). Th e common theme arising from these studies about fi rms' agility in hospitality contexts highlights the imperative needs to create a learning relationship with customers and promote the co-creation values that benefi t both customers and fi rms in the hospitality sector.…”

Section: Agility and Customer Agilitymentioning

confidence: 99%

Customer agility and firm performance in the tourism industry

Ngo

2020

Tourism (Zagreb, Online)

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The growing importance of agility in any business process is universally accepted and extensively investigated in different disciplines. However, lacking empirical pieces of evidence for the suggested theoretical framework of agility hinders its application in the practices. Thus, this study attempts to address this issue by empirically testing a framework of customer agility’s antecedents and consequences using the tourism industry context. The framework is tested on data collected from 231 Small and Medium Enterprises (SMEs) in the tourism industry in Vietnam and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). Findings suggest that not all attributes of customer agility exert positive impacts on the firm’s performance and human factors are posited as the most important antecedents for organizational agility. A number of practical implications are also suggested from the research findings

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“…This feedback information is widely available at little to no cost and can also be easily obtained [3]. Such feedback also has potential commercial value in fields such as targeted advertising, customer-company relationships, and brand communication [4,5].…”

Section: Introductionmentioning

confidence: 99%

Research on Sentiment Classification of Online Travel Review Text

Wen

Zheng

et al. 2020

Applied Sciences

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In recent years, the number of review texts on online travel review sites has increased dramatically, which has provided a novel source of data for travel research. Sentiment analysis is a process that can extract tourists’ sentiments regarding travel destinations from online travel review texts. The results of sentiment analysis form an important basis for tourism decision making. Thus far, there has been minimal concern as to how sentiment analysis methods can be effectively applied to improve the effect of sentiment analysis. However, online travel review texts are largely short texts characterized by uneven sentiment distribution, which makes it difficult to obtain accurate sentiment analysis results. Accordingly, in order to improve the sentiment classification accuracy of online travel review texts, this study transformed sentiment analysis into a multi-classification problem based on machine learning methods, and further designed a keyword semantic expansion method based on a knowledge graph. Our proposed method extracts keywords from online travel review texts and obtains the concept list of keywords through Microsoft Knowledge Graph. This list is then added to the review text to facilitate the construction of semantically expanded classification data. Our proposed method increases the number of classification features used for short text by employing the huge corpus of information associated with the knowledge graph. In addition, this article introduces online travel review text preprocessing, keyword extraction, text representation, sampling, establishment classification labeling, and the selection and application of machine learning-based sentiment classification methods in order to build an effective sentiment classification model for online travel review text. Experiments were implemented and evaluated based on the English review texts of four famous attractions in four countries on the TripAdvisor website. Our experimental results demonstrate that the method proposed in this paper can be used to effectively improve the accuracy of the sentiment classification of online travel review texts. Our research attempts to emphasize and improve the methodological relevance and applicability of sentiment analysis for future travel research.

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

Cited by 80 publications

References 67 publications

Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis

Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis

Customer agility and firm performance in the tourism industry

Research on Sentiment Classification of Online Travel Review Text

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