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Keywords: Use of SM capabilities
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Journal Articles
Journal:
American Journal of Business
American Journal of Business (2025) 40 (4): 202–217.
Published: 28 October 2025
..., literature proposes that firms' digital capabilities can moderate this relationship. The current study proposes online marketing capabilities and the use of SM capabilities as potential moderators for this relationship, as inferred from Tajvidi and Karami (2023) , who unveiled the impact of branding...
