Utilising Enterprise Social Media for Product Innovation: The Role of Market Orientation

Enterprise social media and organizational learning capability: mediated moderation effect of social capital and informal learning

Purpose

With the increasing prevalence of social media in everyday life, scholars have argued the need of exploring enterprise social media (ESM) for workplace outcomes. This study investigates the relationship between ESM use and organizational learning capability (OLC) by focusing on the mediating role of informal learning (INFL) and the moderating role of social capital (SC).

Design/methodology/approach

The paper developed and tested a mediated moderated model explaining the impact of ESM on OLC. The study used temporally separated data of 281 respondents collected in two waves from firms in India that use organizationally facilitated ESM platforms for internal workplace communication.

Findings

An analysis of temporally separated two-wave data indicates that INFL mediates the relationship between ESM use and OLC. Also, SC is found to moderate the effect of ESM use on INFL, and INFL mediated the moderation effect of SC on relationship between ESM use and OLC such that the relationship will be stronger when employees have a higher rather than lower level of SC.

Research limitations/implications

The study theoretically contributes and extends the literature on ESM and learning in organizations. The study provides important practical implications to support and institutionalize learning at work. The results of the study provide evidence that ESM are not just networking tools but a platform for learning. Findings of the study suggest that ESM can be one such tool to promote and capture employee INFL. The results also show that SC plays a critical role in predicting the extent to which employees learn informally using ESM, thereby building OLC. This result suggests that organizations should make conscious and concerted efforts to build employee SC. The above findings also have interesting implications for learning and development (L&D) and information technology (IT) managers who wish to implement technology for collaborative purposes.

Originality/value

Addressing the underlying processes that explain how ESM positively influence OLC was highlighted as a critical research gap that needs attention. The paper is novel in its approach as it provides empirical evidence for the relationship between ESM and its impact on employee outcomes, an area pertinent in today's digital economy, however, received sparse attention by management scholars so far. It also provides empirical grounds toward a meaningful shift in the social media discourse – transition from being traditionally viewed primarily as “a networking platform” to “a learning platform.”

Stimulating Brand Innovation Strategy via Knowledge Acquisition, Market Orientation, and Strategic Capability Using Social Media Within China’s Online Technology Industry

In the context of China’s online technology business, this study explores the linkages between knowledge acquisition via social media, two modes of market orientation (proactive and responsive), social media strategic capability, and brand innovation strategy. Data were collected from 853 Chinese technology firms with the help of questionnaire. To analyze the collected data structure, equation modeling was applied using smart-PLS 3.3 version. Results indicate that knowledge acquisition from social media, market orientation (proactive and responsive), and strategic capability has significant impact on brand innovation in the context of social media. Furthermore, strategic capability on social media moderates the relationship between knowledge, market orientation (proactive and responsive), and brand innovation in the context of social media. This study offers new perspectives on market orientation and brand innovation strategy by extending the literature and testing key assumptions. Moreover, using social media knowledge in social media marketing and innovation management is a sensible approach for making changes and transforming an organization.

Influence of Site Personalization and First Impression on Young Consumers’ Loyalty to Tourism Websites

This study analyzes the influence of site personalization, first impression, and design on young consumers’ loyalty to tourism websites. It is a new and necessary study, taking into account the multimedia profile and purchasing potential of the studied segment, the need for increasing online consumer loyalty, and the tourism websites’ relevance. Based on previous findings and using a sample of 609 young consumers, a causal model (PLS) is designed that is practical, novel, and significantly predicts online loyalty. The descriptive analysis results show young consumers’ positive attitudes toward e-commerce and their high online use and potential for making online purchases. The significant influence of site personalization on consumers’ first impression is also confirmed. In addition, first impression influence perceived website quality, and, in turn, this quality affects consumers’ online purchase intention and loyalty to the website. Finally, it is shown that online purchase intention has a direct and positive influence on website loyalty. Thus, this study provides tourism managers with the knowledge to encourage young consumers’ loyalty to their websites in a market orientation context. It can be achieved by acting on the site’s personalisation, the first impression, and the design of the site. The generational approach (Generation Z) also allows the conclusions and implications to be transferred to other regions and sectors.