{"id":"https://openalex.org/W2951450397","doi":"https://doi.org/10.14456/ajmi.2019.6","title":"Contribution of Marketing Capability to Social Media Business Performance","display_name":"Contribution of Marketing Capability to Social Media Business Performance","publication_year":2019,"publication_date":"2019-01-01","ids":{"openalex":"https://openalex.org/W2951450397","doi":"https://doi.org/10.14456/ajmi.2019.6","mag":"2951450397"},"language":"en","primary_location":{"id":"mag:2951450397","doi":null,"is_oa":false,"landing_page_url":"https://ajmi.stamford.edu/index.php/ajmi/article/view/64","pdf_url":null,"source":{"id":"https://openalex.org/S4306501236","display_name":"AJMI - ASEAN Journal of Management and Innovation","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"AJMI - ASEAN Journal of Management and Innovation","raw_type":null},"volume":null,"type":"article","is_traditional":true,"indexed_in":["datacite"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doi.org/10.14456/ajmi.2019.6","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5073287746","display_name":"Penpattra Tarsakoo","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I159665162","display_name":"National Institute of Development Administration","ror":"https://ror.org/010g30191","country_code":"TH","type":"education","lineage":["https://openalex.org/I159665162"]}],"countries":["TH"],"is_corresponding":true,"raw_author_name":"Penpattra Tarsakoo","raw_affiliation_strings":["National Institute of Development Administration, #R##N#Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"National Institute of Development Administration, #R##N#Thailand","institution_ids":["https://openalex.org/I159665162"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5073287746"],"corresponding_institution_ids":["https://openalex.org/I159665162"],"apc_list":null,"apc_paid":null,"fwci":1.0586,"has_fulltext":false,"cited_by_count":10,"citation_normalized_percentile":{"value":0.84436476,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":87,"max":96},"biblio":{"volume":"6","issue":"1","first_page":"75","last_page":"87"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.5127000212669373,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.5127000212669373,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10003","display_name":"Innovation and Knowledge Management","score":0.3743000030517578,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.06430000066757202,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-capabilities","display_name":"marketing capabilities","score":0.8389999866485596},{"id":"https://openalex.org/keywords/market-sensing-capability","display_name":"market sensing capability","score":0.8849999904632568},{"id":"https://openalex.org/keywords/technology-development-capability","display_name":"technology development capability","score":0.9980000257492065},{"id":"https://openalex.org/keywords/social-media-entrepreneurship","display_name":"social media entrepreneurship","score":0.6140000224113464},{"id":"https://openalex.org/keywords/thai-firms","display_name":"Thai firms","score":0.9210000038146973}],"concepts":[{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.714932918548584},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6853905916213989},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6237185001373291},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.5864883661270142},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4631615877151489},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.457892507314682},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.3765152096748352},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.1859142780303955},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.07628735899925232},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"mag:2951450397","doi":null,"is_oa":false,"landing_page_url":"https://ajmi.stamford.edu/index.php/ajmi/article/view/64","pdf_url":null,"source":{"id":"https://openalex.org/S4306501236","display_name":"AJMI - ASEAN Journal of Management and Innovation","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"AJMI - ASEAN Journal of Management and Innovation","raw_type":null},{"id":"doi:10.14456/ajmi.2019.6","doi":"https://doi.org/10.14456/ajmi.2019.6","is_oa":true,"landing_page_url":"https://doi.org/10.14456/ajmi.2019.6","pdf_url":null,"source":{"id":"https://openalex.org/S7407052274","display_name":"NRCT Data Center","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210104711","host_organization_name":"National Research Council of Thailand","host_organization_lineage":["https://openalex.org/I4210104711"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article-journal"}],"best_oa_location":{"id":"doi:10.14456/ajmi.2019.6","doi":"https://doi.org/10.14456/ajmi.2019.6","is_oa":true,"landing_page_url":"https://doi.org/10.14456/ajmi.2019.6","pdf_url":null,"source":{"id":"https://openalex.org/S7407052274","display_name":"NRCT Data Center","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4210104711","host_organization_name":"National Research Council of Thailand","host_organization_lineage":["https://openalex.org/I4210104711"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article-journal"},"sustainable_development_goals":[{"score":0.48510000109672546,"id":"https://metadata.un.org/sdg/8","display_name":"Decent work and economic growth"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2995438794","https://openalex.org/W7065314080","https://openalex.org/W4401189800","https://openalex.org/W3165019795","https://openalex.org/W3042112445","https://openalex.org/W2755142939","https://openalex.org/W7213932574","https://openalex.org/W4388673319","https://openalex.org/W4404322493","https://openalex.org/W3083695809"],"abstract_inverted_index":{"This":[0],"research":[1],"examines":[2],"the":[3,9,78,129],"contribution":[4],"of":[5,14,22,34,91,98,112],"marketing":[6,25,35,92,113],"capabilities":[7,21,26,36,93,114,121,125],"to":[8,30,38,128],"social":[10,39,72,103,135],"media":[11,40,73,104,136],"business":[12,105,137],"performance":[13],"Thai":[15],"firms.":[16],"The":[17,75],"outside-in":[18],"and":[19,57,122],"inside-out":[20],"Day":[23],"(1994)\u2019s":[24],"framework":[27],"are":[28,94,115],"used":[29],"develop":[31],"five":[32,89,110],"aspects":[33,90,111],"related":[37],"business,":[41],"including":[42],"(1)":[43],"market-sensing":[44],"capability,":[45,48,51,55],"(2)":[46],"customer-linking":[47],"(3)":[49],"channel-bonding":[50],"(4)":[52],"technology":[53,119],"development":[54,59,120,124],"(5)":[56],"employee":[58,123],"capability.":[60],"Questionnaire":[61],"data":[62],"were":[63],"collected":[64],"from":[65,77],"364":[66],"entrepreneurs":[67],"who":[68],"sold":[69],"products":[70],"via":[71],"channels.":[74],"results":[76],"partial":[79],"least":[80],"squares":[81],"structural":[82],"equation":[83],"modeling":[84],"show":[85],"that":[86],"when":[87,108],"all":[88,97,109],"analyzed":[95,116],"separately,":[96],"them":[99],"significantly":[100],"account":[101],"for":[102,134],"performance.":[106,138],"However,":[107],"together,":[117],"only":[118],"turn":[126],"out":[127],"most":[130],"influential":[131],"factors":[132],"accounting":[133]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":3},{"year":2023,"cited_by_count":2},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":2}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2019-06-27T00:00:00"}