2015
DOI: 10.1016/j.indmarman.2015.04.017
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Abstract: Research Highlights:The present study focuses on the knowledge acquired from social media channels leading to brand innovation.Brand innovation is affected by both knowledge acquisition from social media and market orientation (pro-and reactive).Social media strategic capability acts as a moderator between knowledge acquisition, market orientation, and brand innovation.On social media, a customer's needs can be identified more comprehensively than that of the traditional setting.The context of social media pro… Show more

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Cited by 182 publications
(188 citation statements)
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References 181 publications
(225 reference statements)
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“…Regarding big data brand analysis, investigations are most done in a social and consumer context. For example, social media strategic capability can enhance brand innovation (Nguyen et al, 2015) and social tagging has great implications for brand performance measurement and brand equity management (Nam and Kannan, 2014). Besides, online information has an influence on consumers' perception of brands and Camiciottoli et al (2014) find consistent brand associations in online community of international consumers.…”
Section: Marketing Strategymentioning
confidence: 99%
“…Regarding big data brand analysis, investigations are most done in a social and consumer context. For example, social media strategic capability can enhance brand innovation (Nguyen et al, 2015) and social tagging has great implications for brand performance measurement and brand equity management (Nam and Kannan, 2014). Besides, online information has an influence on consumers' perception of brands and Camiciottoli et al (2014) find consistent brand associations in online community of international consumers.…”
Section: Marketing Strategymentioning
confidence: 99%
“…Study conducted by Meyer and Estrin (2001) highlights brand as a resource useful to companies aiming to position themselves in an emerging market through the acquisition of local firms. Another study conducted by Nguyen et al (2015) investigated the antecedents of customers' loyalty towards an international brand using data from 304 female respondents from Thailand and 299 from Vietnam, both emerging markets. The authors hypothesised a direct relationship between distribution intensity and brand loyalty via perceived quality and awareness.…”
Section: Brands To Emerging Marketsmentioning
confidence: 99%
“…As these latent needs are largely unexpressed, these firms, thus, explore innovative opportunities more proactively than their competitors (Cai et al, 2015) in order to create their own strategic advantage by changing the market structure or the competition basis (Jaworski et al, 2000). Researchers suggest that one orientation does not preclude the other and firms will often use both perspectives to gain market knowledge (e.g., Kohli et al, 1993;Nguyen et al, 2015).…”
Section: Effects Of Market Orientation On Brand Innovationmentioning
confidence: 99%
“…The learning-oriented strategic behavior brings market knowledge into the organization, influencing brand innovation and market performance (Christenson & Bower, 1996;Nguyen et al, 2015). For brands emphasizing organizational learning, there is an opportunity to recognize both the expressed and latent market need (Atuahene-Gima et al, 2005).…”
Section: The Mediating Effects Of Innovationmentioning
confidence: 99%