Theory originates from a major area of strategic management research which identifies heterogeneity in the levels, value, inimitability, and non-substitutability of firms’ resources as the fundamental cause of a firm’s sustainable competitive advantage ( Barney, 1991 ; Prahalad & Hame, 1990 AU17: The in-text citation "Prahalad & Hame, 1990" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Published in Chapter:
Usage and Performance of Enterprise Micro-Blogging: From the Perspective of Resourced-Based View Theory
Zhepeng Lv (Tsinghua University, China), Jinghua Huang (Tsinghua University, China), Yangfan Li (Tsinghua University, China), and
Yu-Jin Zhang (Tsinghua University, China)
Copyright: © 2017
|Pages: 29
DOI: 10.4018/978-1-5225-2668-1.ch012
Abstract
The increasing use of micro-blogging as a marketing tool has increased research attention on usage and performance of enterprise micro-blogging. Based on research on information system (IS) usage and resource-based view (RBV) theory, this study sets up a model to reveal the mechanism of business value creation of enterprise micro-blogging. The model consists of metrics on micro-blogging usage, marketing capability, micro-blogging operational performance, and firm performance. Questionnaires were distributed to firms that use micro-blogging on Weilbo of Sina. This study collects 241 valid responses for empirical analysis. The results suggest that the use of enterprise micro-blogging improves operational performance of enterprise micro-blogging directly and indirectly by increasing marketing capability, while operational performance of enterprise micro-blogging significantly affects firm performance. Furthermore, different use affects marketing capability and operational performance differently. This study extends the stream of research that combines IS usage and RBV theory.