Purpose Although Social Media use has become all-pervasive, previous research has failed
to explain how to use Social Media tools strategically to create business value in today's
increasingly digital landscapes. Adopting a dynamic capabilities perspective, this paper
empirically examines the specific process through which Social Media use translates into
better performance and the capabilities involved in this process.

The way enterprises and customers engage and exchange value has changed as a result of
digitalization. While increased digitalization provides benefits for businesses, it also poses
substantial obstacles. Managers encounter complicated and fast changing markets, but lack
the specialised knowledge required to comprehend these changes and cope with them.