2021
DOI: 10.33844/mbr.2021.60328
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Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis

Abstract: This study assessed the effect of adaptive capability and social media agility on survival firms in multiple industries in five countries. Furthermore, it established the mediating effect of ambidextrous marketing capability on the interaction between adaptive capability, social media agility, and firm survival, and examined the interaction between social media agility and adaptive capability. The study adopted a survey design and a sample of 416 firms in Nigeria, Canada, the United States, Australia, and the … Show more

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Cited by 3 publications
(1 citation statement)
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“…Because open innovation is a new wave in achieving a networking paradigm, future research can provide further insights by conducting an empirical investigation of the causal aspects contributing to a positive employee experience. The current state does not deny the usage of more organic forms to foster a better employment experience [21][22][23].…”
Section: Social Media Ambidexteritymentioning
confidence: 99%
“…Because open innovation is a new wave in achieving a networking paradigm, future research can provide further insights by conducting an empirical investigation of the causal aspects contributing to a positive employee experience. The current state does not deny the usage of more organic forms to foster a better employment experience [21][22][23].…”
Section: Social Media Ambidexteritymentioning
confidence: 99%