Over the last decade, social media has evolved from being an interesting technology used mainly for corporate communication and public relations into a proper business tool. One of the most promising areas in this field is employing social media as a source of information and knowledge to deepen the understanding of technological discontinuities and changes; however, this area remains largely unexplored. Thus, this study addresses this shortcoming by investigating the role of social media analytics in the activities and processes that make sense of social media data to enhance the technological opportunism capability, which is defined as the organizational capability to sense and respond to technological changes. The empirical results are obtained using a mixed-methods approach, supporting the existence of a positive and significant relationship between social media analytics deployment and technological opportunism. Further, they highlight the role of marketing and information technology integration and employee skills as significant antecedents.

Bullini Orlandi L., Zardini A., Rossignoli C. (2020). Organizational technological opportunism and social media: The deployment of social media analytics to sense and respond to technological discontinuities. JOURNAL OF BUSINESS RESEARCH, 112, 385-395 [10.1016/j.jbusres.2019.10.070].

Organizational technological opportunism and social media: The deployment of social media analytics to sense and respond to technological discontinuities

Bullini Orlandi L.
;
2020

Abstract

Over the last decade, social media has evolved from being an interesting technology used mainly for corporate communication and public relations into a proper business tool. One of the most promising areas in this field is employing social media as a source of information and knowledge to deepen the understanding of technological discontinuities and changes; however, this area remains largely unexplored. Thus, this study addresses this shortcoming by investigating the role of social media analytics in the activities and processes that make sense of social media data to enhance the technological opportunism capability, which is defined as the organizational capability to sense and respond to technological changes. The empirical results are obtained using a mixed-methods approach, supporting the existence of a positive and significant relationship between social media analytics deployment and technological opportunism. Further, they highlight the role of marketing and information technology integration and employee skills as significant antecedents.
2020
Bullini Orlandi L., Zardini A., Rossignoli C. (2020). Organizational technological opportunism and social media: The deployment of social media analytics to sense and respond to technological discontinuities. JOURNAL OF BUSINESS RESEARCH, 112, 385-395 [10.1016/j.jbusres.2019.10.070].
Bullini Orlandi L.; Zardini A.; Rossignoli C.
File in questo prodotto:
File Dimensione Formato  
Post-print_Social_Media_and_Organizations_Technological_Opportunism.pdf

Open Access dal 27/11/2022

Tipo: Postprint
Licenza: Licenza per Accesso Aperto. Creative Commons Attribuzione - Non commerciale - Non opere derivate (CCBYNCND)
Dimensione 416.42 kB
Formato Adobe PDF
416.42 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/843541
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 28
  • ???jsp.display-item.citation.isi??? 26
social impact