Strategic use of IOS and social media within multi-channel marketing: aligning with IT capability

Purpose Given the critical role of internet tools in the multi-channel context, we propose that interactions enabled by inter-organizational systems (IOS) and social media can effectively mitigate multi-channel conflict. Furthermore, drawing upon task-technology fit (TTF) theory, we aim to explore the moderating roles of firms’ IT infrastructure capability and channel personnel's IT usage capability in influencing the effectiveness of these two types of interactions. Design/methodology/approach