Social Media and Innovation: The Relationship between Firms’ Facebook Activity and Product Innovation Development

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Summary

The results show that the scaled conversation rate of a Facebook fan page positively influences innovation, indicating that a strategic approach to social media management improves firm innovation.

Type
dissertation
Published
2014-01-01
Cited by
1
References
107

Keywords

Social media, Openness to experience, Facilitator, Product innovation, Conversation

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