UTILIZATION OF SOCIAL MEDIA IN AN ORGANIZATION AND COMPETITIVE ADVANTAGES: DEVELOPMENT OF A CONCEPTUAL FRAMEWORK

Competitive advantage is a customer satisfactions which depend on relative quality those organizations maintain to possess through which organizations can exceed their rivals’ performance, and achieve long-run benefit through the cost leadership. Social media as a cost reduction marketing techniques which is essential to the marketers to improve their understanding of customers ’ satisfaction and online marketing surface. In seeking to understand whether social media confirm for competitive advantages in which applied the utilization of social media with the models of competitive advantages from literature. Thus, it is timely to analyze the significance of social media utilization as a determine factor of competitive advantage in an organization. Comparatively very few studies have been carried out relationship of social media utilization and competitive advantage. Researchers have explored the specific variables associated with individual, internal and external factors for competitive advantages in an organization. This study aims at proposing a conceptual model for empirical examination of the effects of social media utilization for competitive advantage. Further utilization of social media has been cited as possible moderating factor by reviewing the relevant literature. This study makes a valuable contribution to the existing body of knowledge with the proposed conceptual framework so that it can be used as a basis for the future research in this context