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: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Editura Univeristatii "Stefan cel Mare" din Suceava
2022-06-01
|
| Series: | USV Annals of Economics and Public Administration |
| Subjects: | |
| Online Access: | http://annals.feaa.usv.ro/index.php/annals/article/view/1408/1091 |
| _version_ | 1811313300899627008 |
|---|---|
| author | Alina-Ramona BUTNARIU Andreea NISTOR |
| author_facet | Alina-Ramona BUTNARIU Andreea NISTOR |
| author_sort | Alina-Ramona BUTNARIU |
| collection | DOAJ |
| description | 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.
|
| first_indexed | 2024-04-13T10:51:08Z |
| format | Article |
| id | doaj.art-69494c229fa14a7e9730fd51be5934f2 |
| institution | Directory Open Access Journal |
| issn | 2285-3332 2344-3847 |
| language | English |
| last_indexed | 2024-04-13T10:51:08Z |
| publishDate | 2022-06-01 |
| publisher | Editura Univeristatii "Stefan cel Mare" din Suceava |
| record_format | Article |
| series | USV Annals of Economics and Public Administration |
| spelling | doaj.art-69494c229fa14a7e9730fd51be5934f22022-12-22T02:49:38ZengEditura Univeristatii "Stefan cel Mare" din SuceavaUSV Annals of Economics and Public Administration2285-33322344-38472022-06-01221(35)3745MEDIA AS A TOOL OF PROMOTING INNOVATION IN COMPANIESAlina-Ramona BUTNARIU0Andreea NISTOR1“Ștefan cel Mare” University of Suceava, Romania“Ștefan cel Mare” University of Suceava, RomaniaNew 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. http://annals.feaa.usv.ro/index.php/annals/article/view/1408/1091innovationorganizational innovationmass mediastrategic management. |
| spellingShingle | Alina-Ramona BUTNARIU Andreea NISTOR MEDIA AS A TOOL OF PROMOTING INNOVATION IN COMPANIES USV Annals of Economics and Public Administration innovation organizational innovation mass media strategic management. |
| title | MEDIA AS A TOOL OF PROMOTING INNOVATION IN COMPANIES |
| title_full | MEDIA AS A TOOL OF PROMOTING INNOVATION IN COMPANIES |
| title_fullStr | MEDIA AS A TOOL OF PROMOTING INNOVATION IN COMPANIES |
| title_full_unstemmed | MEDIA AS A TOOL OF PROMOTING INNOVATION IN COMPANIES |
| title_short | MEDIA AS A TOOL OF PROMOTING INNOVATION IN COMPANIES |
| title_sort | media as a tool of promoting innovation in companies |
| topic | innovation organizational innovation mass media strategic management. |
| url | http://annals.feaa.usv.ro/index.php/annals/article/view/1408/1091 |
| work_keys_str_mv | AT alinaramonabutnariu mediaasatoolofpromotinginnovationincompanies AT andreeanistor mediaasatoolofpromotinginnovationincompanies |