Exploring The Impact Of Enterprise Social Media Capabilities On Firm Innovation

In China,enterprise social media(ESM)started late and developed slowly in its early stage.With the rapid development of economic globalization and information technology,the usage of ESM began to grow rapidly.According to the official data of "China Smart Mobile Office Industry Trend Report 2018" issued by the First Financial and Business Data Center and Alibaba in 2018,it is estimated that the smart mobile office market will reach nearly 50 billion yuan by 2020.The promotion and use of enterprise social media had attracted the attention of scholars in the field of enterprise social media.Current studies mainly focus on the impact of the use of enterprise social media on individual and team performance outcomes.However,few studies have explored the impact of enterprise social media on organizational level.IT capability is a mature concept.On the basis of combing the concepts of IT capability in the existing literature,this paper defines ESM from the perspective of capability.Based on ESM application,enterprises call and deploy ESM resources to integrate ESM resources with other resources and capabilities in order to cope with environmental changes and obtain sustainable competitive advantage.Based on the theory of organizational competence,this paper divides ESM competence into two dimensions: flexibility of ESM application and ESM-enterprise strategic matching.The flexibility of ESM applications enables them to meet changing business processes.ESM-Enterprise Strategic Matching can make the enterprise strategy and ESM strategy keep the goal consistency in the dynamic environment.Innovation is the motive force and source of enterprise's survival and development.If we want to keep competitive advantage in the fierce competition environment,we need to innovate constantly.Enterprise social media capability is a dynamic capability.By combining with other resources and capabilities,enterprises can maintain a sustainable competitive advantage in a dynamic environment.Therefore,based on the theory of dynamic capabilities,this study explores the impact mechanism between enterprise social media capabilities and enterprise innovation.According to the intensity of innovation,enterprise innovation can be divided into exploitative innovation and exploratory innovation.This is a relatively scientific classification method at the organizational level.Therefore,in the empirical process,this paper clarifies the internal mechanism of the impact of enterprise social media capabilities on enterprise innovation by studying the impact of enterprise social media capabilities on exploitative innovation and exploratory innovation respectively.This paper introduces the concept of organizational level,ESM enabled vision sharing between senior and middle management teams(hereinafter referred to as vision sharing)as a mediating variable to study the impact mechanism of enterprise social media capabilities on corporate innovation.Vision sharing can promote the emergence of exploitative innovation and exploratory innovation: strengthen internal communication and collaboration,coordinate contradictions in the process of optimizing resource allocation,promote the implementation of enterprise strategy;promote the construction of learning organization,stimulate the motivation of middle-level managers and their departments to identify opportunities,integrate and reconstruct internal and external knowledge,and improve the knowledge utilization of the organization.And creativity;stimulate the idealism and dedication of employees.In this paper,113 Chinese enterprises using social media were surveyed by paired questionnaires to their top management team and middle managers.Corporate Chief Information Officer(CIO)fills in the Flexibility Scale of Enterprise Social Media Application(Enterprises without CIO are filled in by information managers);Corporate Chief Market Officer(CMO)fills in the Enterprise Social Media-Enterprise Strategic Matching Scale;Corporate Middle Manager fills in the Vision Sharing Scale;Corporate CEO fills in the Enterprise Innovation(Utilization Innovation and Exploratory Innovation)Scale and will come from the same company.Questionnaires were matched.This paper uses SPSS PROCESS MACRO for analysis.The results of data analysis show that enterprise social media-enterprise strategic matching and vision sharing are positively correlated;the flexibility of enterprise social media applications is positively correlated with vision sharing;vision sharing is positively correlated with enterprise exploitative innovation and exploratory innovation respectively;vision sharing plays a mediating role in the relationship between enterprise social media capabilities and enterprise innovation.The theoretical significance of this paper lies in:(1)Empirical research on the impact of enterprise social media on enterprise innovation at the organizational level enriches the research in the field of antecedents of enterprise innovation,and provides empirical evidence for the business value of enterprise social media at the organizational level.(2)This paper introduces the concept of "corporate social media competence",which provides a new research perspective for the field of enterprise social media,and provides empirical support for enterprises to enhance enterprise social media as an organizational capability.(3)Based on the theory of organizational competence,this paper defines IT competence as IT infrastructure and IT-enterprise strategic matching,enriches the relevant research on the internal organic composition of IT competence,and provides a theoretical basis and universal reference for enterprises using IT.(4)Based on the theory of organizational competence,this paper defines the internal composition of enterprise social media capabilities as the flexibility of enterprise social media applications and the strategic matching of enterprise social media and enterprise.This paper deepens the relevant research on enterprise social media capabilities proposed in this paper,and provides theoretical support for enterprises to enhance enterprise social media capabilities based on the definition of this internal composition.(5)This study introduces the concept of organizational level-ESM enabled vision sharing as a mediating variable to verify the mediating role of ESM enabled vision sharing between enterprise social media capabilities and enterprise innovation,which is conducive to a better understanding of the internal mechanism of enterprise social media capabilities affecting organizational innovation,and improves the existing theoretical perspective on the business value of enterprise social media.Angle and mediation mechanism.The enlightenment of this study is:(1)in the process of strategic management,the support and influence of enterprise social media on current and future business are fully taken into account to ensure the matching between enterprise social media strategy and enterprise strategy;(2)to enhance the flexibility of enterprise social media application and help strategic decision-making,strategic implementation,strategic performance management and warfare.Change slightly and optimize the process of strategic management;(3)Enterprises should share the vision throughout the whole process of enterprise operation,guide practice with the vision of the enterprise,deepen the connotation of the vision in practice,and stimulate the staff's sense of trust and dedication to the enterprise.