Social media driven innovations: an exploratory study in China

Ram, Jiwat; Liu, Siqi

doi:10.3917/jie.027.0123

Cited by 14 publications

(5 citation statements)

References 31 publications

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“…The results of structural equation modeling confirm and support extant studies that ESM utilisation has a positive effect of product innovation: IESM [7] and EESM [44,78] These results highlight that managers should strongly consider the use of IESM and EESM platforms if they seek to position their organisations as product innovators in the market. By doing so, these organisations would be better able to leverage both express and latent needs of their customers and would be able not only understand their competitors' current directions and performance but also anticipate those.…”

Section: Discussionsupporting

confidence: 78%

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

Mpandare

2020

Sustainability

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The literature on the role of enterprise social media (ESM) utilisation in driving the innovation profiles of organisations has not provided an understanding of the mechanisms of this positive relationship. By conceptualising ESM as including internal and external social media use, this study examined the mediating role of market orientation strategies in the link between ESM use and product innovation. The results of structural equation modeling, among a sample of organisations based in South Africa, show that ESM use positively affects the market orientation strategies of companies and these have a positive effect on product innovation. While inter-functional coordination does not mediate the external social media–product innovation link, it does so in the internal social media–product innovation link. These results imply that organisations that wish to pursue product innovation (and perhaps strategies of differentiation) should use ESM, leveraging their value in knowledge generation and assimilation.

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Section: Discussionsupporting

confidence: 78%

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

Mpandare

2020

Sustainability

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“…This is because IT enables innovative thinking to provide the best services to their customers, which leads to increasing companies' profits (Gunes, Basoglu & Kimiloglu, 2003). As a result of technological developments, the usage of social media enables the communication process and transmitting information using modern electronic devices and technologies anywhere and anytime (Ram & Liu, 2018). Social media contributes to facilitate the process of communication between users and exchange experiences to enhance marketing processes.…”

Section: Introductionmentioning

confidence: 99%

The Usage of Social Media for Improving the Customer Satisfaction: The Mediating Role of Electronic Services Quality

Khashman¹

2021

IBR

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The study aims to identify the impact of social media usage on customer satisfaction and the mediating role of electronic service quality through its dimensions (website design, reliability, customization, responsiveness, and trust) in the Vitas Jordan Company. A quantitative approach was used to answer the study questions and to test hypotheses. About (500) questionnaires were distributed using the Simple Random Sample technique to achieve the study purposes. (392) questionnaires were valid for analysis, based on the Statistical Package for Social Sciences (SPSS. V.25) and (AMOS) software. The findings of the study revealed that there is a significantly positive impact of social media usage on customer satisfaction and a significantly indirect positive impact of social media usage on customer satisfaction through the electronic Services Quality dimension as a mediating variable. The study recommended that managers concentrate and maintain the use of social media for providing unique services and responding to customers’ inquiries in a timely manner. In addition, the need to enhance the use of Twitter and Instagram in marketing champions. 

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“…Like any other market, this one is also a place to buy and sell goods. With the existence of an unlimited global market, it encourages business people to make innovations to utilize online media as business land [27] and [28]. Moreover, coupled with the increasing number of internet users from day to day, there is nothing wrong with trying to sell online via the marketplace.…”

Section: Marketplacementioning

confidence: 99%

MSME Marketing Trends in the 4.0 Era: Evidence from Indonesia

Wanof

Gani

2023

Apollo

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MSMEs that have carried out the production process automatically produce their business products or services. However, not a few are still confused about how to market the product. This research aims to examine what are the components of promotional media and marketing trends in the era of the industrial revolution 4.0. This research includes library research, because the research was conducted to search, analyze, make interpretations and generalizations from the facts of the results of thoughts and ideas written by marketing management experts. This research is descriptive qualitative with a secondary data analysis approach. The results of this study state that entering the era of the industrial revolution 4.0 certainly requires knowledge, insight, and skills to carry out promotion and marketing with online media for the business to be run. Online promotional media is a medium that can be used to promote or advertise with digital technology media and the internet. Social media and marketplaces are online media that can be used for promotion or at the same time used as a means to conduct online business. The results of this study are expected to be positive input for MSME actors to decide to venture into adopting social media and e-commerce.

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Social media driven innovations: an exploratory study in China

Cited by 14 publications

References 31 publications

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

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

The Usage of Social Media for Improving the Customer Satisfaction: The Mediating Role of Electronic Services Quality

MSME Marketing Trends in the 4.0 Era: Evidence from Indonesia

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