Purpose

This study applies traditional strategic management concepts to firms operating in digital environments. Specifically, this study examines the role of social media (SM) in the financial performance of entrepreneurial firms and how perceived uniqueness and human capital impact this relationship.

Design/methodology/approach

This study analyzes a sample of 797 independent music artists using ordinary least squares regression.

Findings

This study finds that SM presence is positively related to SM success and, in turn, that SM success is positively related to financial success. Further, this study finds that perceived uniqueness negatively moderates the SM presence to SM success relationship and that human capital positively moderates the SM success to financial success relationship.

Originality/value

Firms competing in digital environments should limit their perceived uniqueness and increase their human capital in order to maximize the positive benefits of a SM presence.

中文翻译：

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了解数字竞争中社交媒体的存在和财务成功

目的

本研究将传统的战略管理概念应用于在数字环境中运营的公司。具体来说，本研究探讨了社交媒体 (SM) 在创业公司财务绩效中的作用，以及感知独特性和人力资本如何影响这种关系。

设计/方法论/途径

本研究使用普通最小二乘回归分析了 797 名独立音乐艺术家的样本。

发现

这项研究发现，SM 的存在与 SM 的成功呈正相关，反过来，SM 的成功又与财务成功呈正相关。此外，本研究发现，感知独特性对 SM 存在与 SM 成功关系产生负向调节，而人力资本对 SM 成功与财务成功关系产生正向调节。

原创性/价值

在数字环境中竞争的企业应该限制其感知的独特性并增加其人力资本，以便最大限度地发挥 SM 存在的积极效益。