How do firms use tacit knowledge in virtual brand communities to improve innovation performance? Based on virtual social capital perspective

In the context of virtual brand communities (VBCs) and based on social capital theory, this study investigates the effect of each dimension of tacit knowledge (TK) on firm innovation performance (FIP) and the mechanism of the digital dimension of virtual social capital driving the improvement of FIP through the TK transmission chain. This study also examines the moderating effect of social media capability (SMC) on the relationship between TK and FIP. This study uses 647 samples collected from Chinese firms and employs the structural equation model and hierarchical regression analysis to conduct empirical tests. The three dimensions of TK have significant positive effects on FIP, among which skill-based tacit knowledge is the most notable. Network embeddedness has a significant positive effect on cognitive TK and social TK. Digital trust only has a significant positive effect on social TK. Sharing cognition has a significant positive effect on the three dimensions of TK. Social media proficiency has a positive moderating effect on the three dimensions of TK and FIP. Conversely, social media agility only has a positive moderating effect on social TK and FIP. This study tries to divide the dimensions of TK in VBCs, while also clarifying the function path of virtual social capital to improve FIP through TK. Additionally, it explores the moderating effect of SMC on OBL and FIP. This study’s findings provide theoretical support and practical inspiration for firms to use TK from VBCs to improve FIP.