MEDIA AS A TOOL OF PROMOTING INNOVATION IN COMPANIES
New media, especially social networks, are a pillar of the innovation process at the company level. Although many studies focus on the negative way in which social networks affect innovation, in the corporate environment, media is an essential tool that can determine a company's business inno...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura Univeristatii "Stefan cel Mare" din Suceava
2022-06-01
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| Series: | USV Annals of Economics and Public Administration |
| Subjects: | |
| Online Access: | http://annals.feaa.usv.ro/index.php/annals/article/view/1408/1091 |
| Summary: | New media, especially social networks, are a pillar of the innovation process at the company level. Although
many studies focus on the negative way in which social networks affect innovation, in the corporate environment, media
is an essential tool that can determine a company's business innovation model. The purpose of this paper is to analyze
how new media can be used to promote innovation in the corporate landscape. Thus, the paper investigates the
connection between integrated marketing communication and the strategy of social networks in the innovation process,
based on the agreement of strategies adaptability, as well as the moderating results of the management diversity. In this
context, we study both the way in which the media affects the innovation process at the company level, as well as the
positive influence of new media in the innovation process. Thus, the conclusion of this study is represented by the fact
that social networks support the innovation process when the social factor is integrated into the daily activities of a
company. Also, the choice of a communication channel meant to highlight the marketing strategies at the level of a
company is essential. In other words, the right social media tools can integrate an organization's goals and strategies
in order to capitalize on its target audience.
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| ISSN: | 2285-3332 2344-3847 |