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| The Mechanisms Driving Breakthrough Innovation Through the Use of Social Media in Companies |
| Li Zhengwei,Zhao Xin,Wang Feirong |
| (School of Management, Zhejiang University of Technology,Hangzhou 310023, China) |
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Abstract Under the wave of the digital economy, social media has brought great opportunities and challenges to enterprises' breakthrough innovation.On the one hand, social media reshapes the knowledge management and collaboration model within traditional enterprises by providing a real-time interaction platform that transcends organizational boundaries.On the other hand, it promotes cross-border co-creation through marketing, crowdsourcing and other activities, which is not only fundamental for breakthrough innovation, but also reduces the high risks associated with breakthrough innovation activities.However, the existing literature rarely analyzes the specific impact mechanism of social media use on breakthrough innovation, and has not reached a consistent conclusion.Therefore, it is of great practical and theoretical value to study how and under what conditions the digital technology of social media affects the breakthrough innovation of enterprises.#br#This paper intends to explore the differentiation mechanism of social media for breakthrough innovation from the perspective of its two kinds of affordance.The use of integration-oriented social media is mainly aimed at the communication, cooperation and knowledge integration of internal personnel.The use of external marketing oriented social media involves displaying corporate image and products, responding to external user opinions and comments, and allowing users to participate in product development .The use of internal integration-oriented social media provides more efficient and broader information interaction and knowledge collaboration for organizational members, breaks the knowledge inertia and path dependence from the ability level, and promotes the unlearned learning required for breakthrough innovation activities.The use of external market-oriented social media deepens cross-boundary user engagement at the social capital level by reducing information asymmetry and promoting quasi-social interaction, and promotes the acquisition of resources needed for breakthrough innovation activities.In addition, according to the affordance theory, technology affordance will lead to different organizational results under different subjective behavior orientations of users, and there is a matching and interaction between the strategic orientation of enterprises and the affordance of social media.Therefore, this paper further considers the moderating role of dual strategic orientation.#br#The sample data is from MBA students at Zhejiang University of Technology.These students are from enterprises located in the Yangtze River Delta region of Zhejiang Province, with a high degree of digital development.The subjects are middle- and senior-level managers or members of the innovation and research departments of the enterprises.The data was collected by phone from April 2022 to June 2022 from 500 randomly-selected students from the MBA alumni contact list.There are 177 valid questionnaires retrieved and they are employed in the empirical test by the structural equation model and bootstrap method.The study conducts the confirmatory factor analysis by Amos and proves that the questionnaire has high convergent validity; it further takes some control procedures and the Harman single factor test to weaken the common method biases due to the fact that the questionnaires are filled out by middle and senior managers of the enterprise.#br#It is found that the use of internal integration-oriented social media promotes unlearning and breakthrough innovation, while external marketing-oriented social media use deepens cross-border user engagement and promotes breakthrough innovation.Moreover, the dual strategic orientation has played a mediating role in both paths.The higher the entrepreneurial orientation, the stronger the promotion effect of internal integration-oriented social media use on unlearning.The higher the market orientation, the stronger the promotion effect of external marketing-oriented social media use on cross-border user embedding.#br#To sum up, this paper raises research questions about how and under what circumstances the use of social media will promote breakthrough innovation in enterprises.First, from the perspective of internal capabilities and external resources, this study discusses the differential impact mechanisms of two different orientations of social media use on enterprise breakthrough innovation and further introduces organizational forgetting learning and cross-border user embedding.Second, this paper provides specific boundary conditions for understanding the relationship between social media use and breakthrough innovation by identifying the moderating factors of dual strategic orientation, which further deepens the understanding of the relationship between the two.Third, it enriches the dynamic mechanism of breakthrough innovation in the digital context by expanding the previous research on the antecedents of breakthrough innovation.#br#
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Received: 03 November 2022
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