An uncertain and complex economic environment requires companies to act quickly and
reinvent their business strategies. Innovation has emerged as a strategic imperative to adapt …

Social media has been around for 20 years and has profoundly affected the dynamics of
interactions between companies and customers. Studies have increasingly focused on how …

Digital transformation has emerged as a critical necessity for hospitality, a sector that
traditionally prioritizes human interaction and personalized experiences. While prior …

Purpose When customers make their purchase decisions, they use all the available
information from all the initiatives and behaviors that companies carry out with their …

In the digital economy era, traditional manufacturing enterprises face a significant challenge
due to fierce competition regarding products, channels, digital technology, management …

Purpose This paper presents a new conceptualization of digital service anchored in a
coconstitutive ontology of digital “x” phenomena, illuminating the pivotal role of the digital …

Purpose This research aimed to investigate the mediating role of social media engagement
in the relationship between differentiation-oriented content and purchase intentions …

This study aims to determine whether using social media such as TikTok, Instagram, and
Facebook can improve the performance of MSMEs if innovation capability is used effectively …

This study aims to review recent writing on the dynamic capabilities view practices of
business firms to examine the concepts and create a more thorough theoretical description …

This paper aims to understand the importance of marketing capabilities in using social
media on business performance. The conceptualization was developed based on Morgan's …