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Can GenAI Enhance the Agility-Oriented Effect of Social Media Capability on Firm Performance: Development of a Conceptual Model

Year: 2025

Type: article

Abstract: GenAI enhances social media capability by automating content creation and engagement, enabling firms to adapt swiftly to market changes and improve performance. This study develops a conceptual model using the dynamic capabilities approach to examine how GenAI-driven social media capability fosters agility and competitiveness. We propose that firms leveraging GenAI for social media optimization gain greater adaptability and efficiency. Future research should validate these relationships to assess GenAI’s impact on organizational success.

Source: Journal of the Association for Information Systems

Authors: Chibesakunda, Ng'ona, Yang, Alan T, Talaei, Jason A., Mohammed, Fatima

Institution: University of Nevada, Reno

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7036540087

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