The Impact of Social Media Marketing on Competitive Advantage with the Mediating Role of Dynamic Marketing Capabilities (Case Study: Adidas Brand)

Many researchers are trying to explain what factors play a role in sustainable competitive advantage. Uncertainty and dynamism in competitive markets are forcing companies to rethink their approaches to achieving sustainable competitive advantage. The key to achieving and maintaining a sustainable competitive advantage is to have and develop unique resources that are difficult for other companies to emulate. This study aims to investigate the impact of social media marketing on competitive advantage with the mediating role of dynamic marketing capabilities. In this study, research variables were evaluated by standard questionnaires. The questionnaire was distributed among 400 people from the statistical population, which is all Adidas brand customers in Tehran. The results of structural equation modeling test showed that social media marketing has a positive and significant effect on market measurement and brand management. The results of this study confirm the positive and significant effect of social media marketing on competitive advantage. The results also show that market capability and brand management capability have a positive and significant effect on competitive advantage and also the results show that social media marketing has a positive and significant effect on competitive advantage with the mediating role of market capability and brand management capability.

Social media marketing, dynamic marketing capabilities, market metrics, brand management capabilities, competitive advantage