Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability

Industrial Marketing Management

Volumn 51, Issue , 2015, Pages 11-25

  Nguyen, Bang ^a   Yu, Xiaoyu ^b   Melewar, T C ^c   Chen, Junsong ^a  

^a EAST CHINA UNIVERSITY OF SCIENCE AND TECHNOLOGY   (China)

^b SHANGHAI UNIVERSITY   (China)

^c MIDDLESEX UNIVERSITY BUSINESS SCHOOL   (United Kingdom)

Author keywords

Emerging market; Knowledge acquisition from social media; Market orientation; Social media brand innovation; Social media strategic capability

Indexed keywords

EID: 84929439141     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2015.04.017     Document Type: Article

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