How does social media use influence organisational innovation? – A knowledge-sharing perspective
Organisational use of social media is focused on creating brand awareness, and increasing customer retention and satisfaction. However, social media use can also have significant internal impacts. It makes intra- and inter-organisational communication easier and increases the visibility of resources, thus weakening boundaries between functional silos (Leonardi, 2014). This encourages the sharing and dissemination of knowledge within and outside a firm, making it more useful and valuable (Laudon and Laudon, 2015). Once knowledge is shared, it can be applied on various products, processes and organizational designs (Tavasooli and Karlsson, 2015), which in turn may accelerate the rate of innovation. The purpose of this study is to understand how knowledge sharing through social media in organization influences innovation, and how the strength of this relationship is affected by its governance. The findings could assist management in understanding the role of social media facilitating knowledge sharing and innovation in organizations.