From Sensing to Reconfiguring: A Theoretical Framework of Dynamic Capabilities in Social Media Marketing Strategy
DOI:
https://doi.org/10.71154/xmrave58Keywords:
Dynamic Capabilities, Social Media Marketing, Strategic AgilityAbstract
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.
Downloads
References
Abbasi, R. A., Maqbool, O., Mushtaq, M., Aljohani, N. R., Daud, A., Alowibdi, J. S., & Shahzad, B. (2018). Saving lives using social media: Analysis of the role of twitter for personal blood donation requests and dissemination. Telematics and Informatics, 35(4), 892–912. https://doi.org/10.1016/j.tele.2017.01.010
Akhtar, M. J., Azhar, M., Khan, N. A., & Rahman, M. N. (2023). Conceptualizing social media analytics in digital economy: An evidence from bibliometric analysis. Journal of Digital Economy, 2, 1–15. https://doi.org/10.1016/j.jdec.2023.03.004
Albannai, N. A., Raziq, M. M., Malik, M., Scott-Kennel, J., & Igoe, J. (2024). Unraveling the role of digital leadership in developing digital dynamic capabilities for the digital transformation of firms. Benchmarking: An International Journal. https://doi.org/10.1108/BIJ-10-2023-0756
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Basit, A., Javed, A., Ejaz, S., Nasir, A., Ridwan, A.-R., & Ahmed, S. (2024). Social media usage and sustainable performance in manufacturing supply chains: Exploring dynamic capabilities. Discover Sustainability, 5(1), 294. https://doi.org/10.1007/s43621-024-00348-6
Brewis, C., Dibb, S., & Meadows, M. (2023). Leveraging big data for strategic marketing: A dynamic capabilities model for incumbent firms. Technological Forecasting and Social Change, 190, 122402. https://doi.org/10.1016/j.techfore.2023.122402
Brock, J., & Zhou, J. (2012). Customer intimacy. Journal of Business & Industrial Marketing, 27(5), 370–383. https://doi.org/10.1108/08858621211236043
Capatina, A., Kachour, M., Lichy, J., Micu, A., Micu, A.-E., & Codignola, F. (2020). Matching the future capabilities of an artificial intelligence-based software for social media marketing with potential users’ expectations. Technological Forecasting and Social Change, 151, 119794. https://doi.org/10.1016/j.techfore.2019.119794
Creswell, J., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches.
De Waal, A., & Van Der Heijden, B. (2016). Increasing customer loyalty and customer intimacy by improving the behavior of employees. Journal of Strategy and Management, 9(4), 492–510. https://doi.org/10.1108/JSMA-06-2015-0045
Ellström, D., Holtström, J., Berg, E., & Josefsson, C. (2022). Dynamic capabilities for digital transformation. Journal of Strategy and Management, 15(2), 272–286. https://doi.org/10.1108/JSMA-04-2021-0089
Helfat, C. E., & Raubitschek, R. S. (2018). Dynamic and integrative capabilities for profiting from innovation in digital platform-based ecosystems. Research Policy, 47(8), 1391–1399. https://doi.org/10.1016/j.respol.2018.01.019
Helfat, C., & Peteraf, M. A. (2009). Understanding dynamic capabilities: Progress along a developmental path. Strategic Organization, 7(1), 91–102. https://doi.org/10.1177/1476127008100133
Hunt, S. D., & Madhavaram, S. (2020). Adaptive marketing capabilities, dynamic capabilities, and renewal competences: The “outside vs. inside” and “static vs. dynamic” controversies in strategy. Industrial Marketing Management, 89, 129–139. https://doi.org/10.1016/j.indmarman.2019.07.004
Kapoor, R., & Kapoor, K. (2021). The transition from traditional to digital marketing: A study of the evolution of e-marketing in the Indian hotel industry. Worldwide Hospitality and Tourism Themes, 13(2), 199–213. https://doi.org/10.1108/WHATT-10-2020-0124
Kodama, M. (2018). Collaborative Dynamic Capabilities: The Dynamic Capabilities View. In M. Kodama (Ed.), Collaborative Dynamic Capabilities for Service Innovation (pp. 1–45). Springer International Publishing. https://doi.org/10.1007/978-3-319-77240-0_1
Martín-Rojas, R., Garrido-Moreno, A., & García-Morales, V. J. (2023). Social media use, corporate entrepreneurship and organizational resilience: A recipe for SMEs success in a post-Covid scenario. Technological Forecasting and Social Change, 190, 122421. https://doi.org/10.1016/j.techfore.2023.122421
Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021a). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642–656. https://doi.org/10.1016/j.jbusres.2020.10.033
Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021b). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642–656. https://doi.org/10.1016/j.jbusres.2020.10.033
Matekenya, W., & Moyo, C. (2022). Innovation as a driver of SMME performance in South Africa: A quantile regression approach. African Journal of Economic and Management Studies, 13(3), 452–467. https://doi.org/10.1108/ajems-06-2021-0306
Mikalef, P., Islam, N., Parida, V., Singh, H., & Altwaijry, N. (2023). Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective. Journal of Business Research, 164, 113998. https://doi.org/10.1016/j.jbusres.2023.113998
Sher, P., & Lee, V. C. (2004). Information technology as a facilitator for enhancing dynamic capabilities through knowledge management. Information & Management, 41(8), 933–945. https://doi.org/10.1016/j.im.2003.06.004
Sifolo, S. (2023). Digital Technology Adaptability: Insights from Destination Network Practices for Tourism Businesses in South Africa. Tourism and Leisure, 12.
Tafesse, W., & Wien, A. (2018). Implementing social media marketing strategically: An empirical assessment. Journal of Marketing Management, 34(9–10), 732–749. https://doi.org/10.1080/0267257X.2018.1482365
Teece. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z
Teece. (2016). Dynamic Capabilities and Organizational Agility: Risk, Uncertainty, and Strategy in the Innovation Economy. California Management Review, 58(4), 13–35. https://doi.org/10.1525/cmr.2016.58.4.13
Teece, D. (2018). Business models and dynamic capabilities. Long Range Planning, 51(1), 40–49. https://doi.org/10.1016/j.lrp.2017.06.007
Treacy, M., & Wiersema, F. D. (1995). The discipline of market leaders: Choose your customers, narrow your focus, dominate your market (Nachdr.). Basic Books.
Valdez-Juárez, L. E., & Castillo-Vergara, M. (2021). Technological Capabilities, Open Innovation, and Eco-Innovation: Dynamic Capabilities to Increase Corporate Performance of SMEs. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 8. https://doi.org/10.3390/joitmc7010008
Warner, K. S. R., & Wäger, M. (2019). Building dynamic capabilities for digital transformation: An ongoing process of strategic renewal. Long Range Planning, 52(3), 326–349. https://doi.org/10.1016/j.lrp.2018.12.001
Xu, H., Guo, H., Zhang, J., & Dang, A. (2018). Facilitating dynamic marketing capabilities development for domestic and foreign firms in an emerging economy. Journal of Business Research, 86, 141–152. https://doi.org/10.1016/j.jbusres.2018.01.038
Downloads
Published
Issue
Section
License
Copyright (c) 2025 International Journal Business and Entrepreneurship
This work is licensed under a Creative Commons Attribution 4.0 International License.
The work is distributed under a 