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Research Article
Social Media Marketing – from Tool to Capability
Miglė Šontaitė-Petkevičienė, Doc. dr., Associate Professor — Vytautas Magnus University, Faculty of Economics and Management
Abstract
The article redefines the phenomenon of social media marketing capability and urges firms to look into social media marketing as an organizational capability.
Keywords
social media marketingsocial media marketing capabilityresource-based view (RBV)dynamic capabilities
Cite this article
Šontaitė-Petkevičienė, M. (2018). Social Media Marketing – from Tool to Capability. Management of Organizations: Systematic Research, 79(1), 131–145. https://doi.org/10.2478/mosr-2018-0021
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