Mastering Social Media in the Modern Business World

Mastering Social Media in the Modern Business World

Kijpokin Kasemsap (Suan Sunandha Rajabhat University, Thailand)
Copyright: © 2018 |Pages: 27
DOI: 10.4018/978-1-5225-5637-4.ch007
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This chapter explains the overview of social media; the perspectives of social media marketing; social media and communication management; social media competence and knowledge sharing in modern business; social media applications in the tourism industry; social media applications in the health care industry; the multifaceted applications of social media platforms in modern business; and the importance of social media in the modern business world. The implementation of social media is required for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in the modern business world. The chapter argues that applying social media has the potential to enhance organizational performance and reach strategic goals in the social media age.
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Social media has grown exponentially over the last few years (Duggan & Smith, 2014). Many organizations have used social media as channels for marketing and promotion because of their potential to reach the broad and diverse population across the globe (Wang, Chen, & Wang, 2010). While prior studies have demonstrated various benefits, such as fostering the user engagement, participation, knowledge reuse, and collective innovation (Majchrzak, Wagner, & Yates, 2013) toward understanding the social media’s impacts and potential implications of their adoption for organizations remains a fertile research ground for information systems (IS) researchers (Jarvenpaa & Majchrzak, 2010). Firms with the higher development of information technology (IT) infrastructure capability can develop more easily the social media competence due to its greater experience leveraging IT to acquire and provide the appropriate information (Braojos-Gomez et al., 2015).

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