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Research Article
Social Media Marketing – from Tool to Capability
Doc. dr., Associate Professor Miglė Šontaitė-Petkevičienė — 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
