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| Research on the Impact of Firm Social Media Capabilities on Channel Cooperation Performance |
| FENG Chao，HAN Caixia，LI Xuecheng，CHEN Hui，ZHANG Quanyue |
| 1.Nanjing University of Aeronautics and Astronautics, Nanjing, China；2. Zhengzhou Urban Construction Vocational College, Zhengzhou, China；3. Nanjing Normal University, Nanjing, China |
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Abstract Based on the resource-based theory and related research on marketing channels, this study discusses the impact of firm social media capabilities on the information sharing among channel boundary personnel and channel cooperation performance, and examines the moderating effect of social media orientation. In the context of the cooperation between manufacturers and distributors, 474 valid questionnaires were collected from manufacturers, and the empirical results showed that firm social media capabilities have a positive effect on the information sharing among boundary personnel, channel boundary personnel information sharing has a positive effect in promoting channel cooperation performance, social media encouragement orientation will positively moderate the positive relationship between the firm social media capabilities and the boundary personnel information sharing, and the social media control orientation will negatively moderate the positive relationship between firm social media capabilities and the boundary personnel information sharing.
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Received: 15 February 2023
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