earticle

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..