The Wisdom of Social Media Innovation over the Needs of Online Network Citizens

The Wisdom of Social Media Innovation over the Needs of Online Network Citizens

Izzal Asnira Zolkepli (Universiti Sains Malaysia, Malaysia) and Yusniza Kamarulzaman (University of Malaya, Malaysia)
DOI: 10.4018/978-1-4666-9787-4.ch159
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The Wisdom Of Social Media Innovation

In view of the different ways in which innovation is acquired, Adams, Tranfield, and Denyer (2011) emphasize that the newness or innovativeness of technology is used in much of the research on innovation. The understanding of social media innovativeness helps to develop the dynamics of the innovation process, innovation performance and behavior toward innovation (Garcia & Calantone, 2002). In effect, McCarthy, Ridgway, Leseure, and Fieller (2000) suggest that the basis of innovation attributes relies on the innovation descriptive properties and qualities that innovation possesses. Innovation possesses attributes in accordance with what is assigned by individuals based on their perceptions (Dearing & Meyer, 1994).

With this in mind, innovation is defined by Barnett (1953, p.7) as “any thought, behaviour or thing that is new because it is qualitatively different from existing forms”, or is “perceived as new” (Rogers, 2003). In addition, innovation is conceptualized as a new combination of means and ends (Rickards, 1985), and as the process leading from the invention to the commercial exploitation of a new idea, thus emphasizing that an application for the invention needs to be found (Roberts, 1987). It has also been classified according to its impact. Schumpeter (1934) distinguished between:

  • 1.

    Incremental innovation promoting continuous change, and

  • 2.

    Radical innovation leading to discontinuous, disruptive changes.

Rogers (2003), in the diffusion of innovation theory, posits that innovation is spread through society based on the S-curve graph, which explains that early adopters of the innovation select technology first, which is then followed by the majority of the public until the innovation is common to everyone. The S-curve is an innovation- and system-specific graph that is used to describe the diffusion of technology among the members of a specific system (i.e. ONCs). In essence, social media, which initially started as a medium of interaction that allowed Internet users to create, generate and exchange media content between users (Kaplan & Haenlein, 2010), and initiate voluntary participation and communication (Zolkepli & Kamarulzaman, 2015), is now at the stage of maturity, which proves that its innovation has already become well-diffused and accepted.

Key Terms in this Chapter

Belongingness: The extent to which online network citizen perceives being a part of social media innovation to avoid feelings of loneliness and alienation.

Social Influence: The degree to which online network citizen perceives that important others believe he or she should use certain technology.

Trendiness: The extent to which online network citizen perceives themselves to be involved in the latest Internet technology (social media innovation) trends.

Enjoyment: The extent to which online network citizen perceives happiness, pleasure and flow when using any kind of Internet technology (social media innovation) medium.

Interactivity: The extent to which online network citizen perceives two-way communication exist as a process of message exchange through social media innovation.

Playfulness: The degree to which a current or potential online network citizen believes that the social media innovation will bring a sense of pleasure through the usage.

Escapism: The extent to which online network citizen becomes so absorbed that they tend to fulfil their desire to ‘leave’ the reality in which they live in a cognitive and emotional way online.

Social Interaction: Communication that occurs between two or more online network citizen, in which each person is aware of both his or her own membership in the group and relationships to and with others that belong to the group and in which the interactions occur primarily through an Internet venue to achieve mutually shared goals.

Entertainment: The extent to which online network citizen perceives social media innovation as a means for entertaining and escaping pressure.

Companionship: The extent to which online network citizen perceives the feeling of being together and being a member of a group of friends, spending time together, socializing and networking through social media innovation.

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