Can GenAI Enhance the Agility-Oriented Effect of Social Media Capability on Firm Performance: Development of a Conceptual Model

GenAI enhances social media capability by automating content creation and engagement, enabling firms to adapt swiftly to market changes and improve performance. This study develops a conceptual model using the dynamic capabilities approach to examine how GenAI-driven social media capability fosters agility and competitiveness. We propose that firms leveraging GenAI for social media optimization gain greater adaptability and efficiency. Future research should validate these relationships to assess GenAI’s impact on organizational success.