How Are Dynamic Capabilities and Digital Marketing Related? A Reflection From Literature

Abstract

Este estudo visa explorar a relação entre capacidades dinâmicas e marketing digital. A partir da revisão de literatura sobre capacidades de marketing dinâmico, capacidades de marketing e capacidades de marketing digital, infere-se que, sem considerar a denominação, todos eles incluem os fatores componentes dinâmicos. A revisão também resulta da consideração de que esses recursos já envolvem o uso de TICs e ferramentas digitais para seu desenvolvimento. Conclui-se que o marketing digital suporta diretamente as capacidades de marketing exigidas pelo contexto e, portanto, a estratégia de negócios direcionada para um melhor desempenho das empresas.

Antecedents of the adoption of Social Media Marketing by micro and small enterprises

“…However, in the context of SMEs, which is still underexplored, SMM needs to consider various factors contributing to or inhibiting their adoption. Despite the advantages of SMM adoption, company size, the manager's age, and the extent of the company's innovation capacity are essential factors and positively affect the likelihood of adoption (Gutierrez-Leefmans et al, 2019). Furthermore, Yao et al (2019) corroborate that geographical and demographic characteristics of companies have a significant effect on adoption.…”

“…On the other hand, despite the advantages and benefits, some studies highlight specific barriers or factors that hinder or even complicate the use of SMM, such as task complexity, labor, resource issues, entrepreneur's interest and technology knowledge, among others (Alford & Page, 2015;Eze et al, 2021;Gutierrez-Leefmans et al, 2019;Tarsakoo & Charoensukmongkol, 2019;Yao et al, 2019).…”