Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal IJBAE
Herrera, Miguel
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
From Sensing to Reconfiguring: A Theoretical Framework of Dynamic Capabilities in Social Media Marketing Strategy Santos, Clara; Herrera, Miguel; Rivera, Bianca
International Journal Business and Entrepreneurship Vol 2 No 2 (2025): July
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/xmrave58

Abstract

This conceptual paper develops an integrative framework linking Dynamic Capabilities Theory (DCT) to social media marketing strategy. In increasingly volatile digital environments, firms must move beyond platform presence toward the strategic orchestration of sensing, seizing, and reconfiguring capabilities. Drawing on existing literature in strategic management and digital marketing, the study reconceptualizes social media not merely as a communication channel but as an ecosystem for continuous adaptation and strategic renewal. Sensing is defined as real-time consumer insight generation, seizing as opportunity activation through agile campaign execution, and reconfiguring as the structural adjustment of digital strategies and teams. The proposed model highlights the recursive nature of these capabilities and identifies key organizational enablers such as cultural agility and digital leadership. The paper contributes to both theory and practice by offering a strategic lens for understanding how marketing agility is achieved in fast-changing online environments. It also provides theoretical propositions and future research directions to guide empirical validation and model refinement.
Co-Authors Rivera, Bianca Santos, Clara