INVESTIGATING THE INNOVATION POTENTIAL OF A COMPANY OBTAINED THROUGH SOCIAL MEDIA

Andreea Barbu and Gheorghe Militaru

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2018, vol. 12, issue 1, 247-258

Abstract: The 21st century is a century of technology where social media is the quickest developing pattern in the history of technology. With just one click or a quick look at your phone, you can access an entire world of content. So, here it can be the perfect place for companies to make themselves known on the market, to provide or capture information, to gather reactions, to adapt, to innovate, to develop. In this regard, the authors of this paper conducted an exploratory study to analyse the relationship between social media and the innovation potential of an organization, in order to understand how and if different social media networks affect the capacity of companies to develop new products or services, to improve products or services or even work processes. The results pointed out that the social media networks will positively affect the innovation potential. Also, we identified the social media network that positively influence the most the innovation potential of a company, taking into account a sample of graduated engineers from the University POLITEHNICA of Bucharest, Romania.

Keywords: business; innovation potential; social media; organizational innovation; WEB 2.0. (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:12:y:2018:i:1:p:247-258

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