SOCIAL MEDIA MARKETING INTENSITY AND ITS IMPACT ON THE RELATION BETWEEN DYNAMIC CAPABILITIES AND BUSINESS PERFORMANCE

摘要

The rise of Online Social Networks (OSN) such as Facebook, Twitter, YouTube or Linkedln, has changed the way that people communicate through the Internet. Firms have realized that their clients are part of the OSN, increasing the interest of marketers to explore it as a new marketing tool. However, its strategic importance still seems not clear given the novelty and the difficulty of measuring their impact on business performance. Our aim is to contribute with the crescent but still limited study of the use of Social Media Marketing (SMM), taking the intensity of use of SMM as a moderating variable between the dynamic capabilities of market orientation (MO), entrepreneurial orientation (EO), andperformance (PERF).