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.