Description
We theorize that the development of two contemporary social commerce-IT capabilities (social media and e-business technology) help to online engage customers to improve organizational performance. We test this theory by employing a secondary dataset on a sample of 100 small U.S. firms. The empirical analysis suggests that social media capability and e-business technology capability positively affect organizational performance through social and conventional online customer engagement. Research and managerial implications are discussed.
Recommended Citation
Braojos, Jessica; Benitez, Jose; and Llorens-Montes, Francisco Javier, "Contemporary Micro-IT Capabilities and Organizational Performance: The Role of Online Customer Engagement" (2017). AMCIS 2017 Proceedings. 6.
https://aisel.aisnet.org/amcis2017/StrategicIT/Presentations/6
Contemporary Micro-IT Capabilities and Organizational Performance: The Role of Online Customer Engagement
We theorize that the development of two contemporary social commerce-IT capabilities (social media and e-business technology) help to online engage customers to improve organizational performance. We test this theory by employing a secondary dataset on a sample of 100 small U.S. firms. The empirical analysis suggests that social media capability and e-business technology capability positively affect organizational performance through social and conventional online customer engagement. Research and managerial implications are discussed.