Enhancing organisational competitiveness via social media - a strategy as practice perspective

Kwayu, S. ORCID: 0000-0003-0848-564X, Lal, B. ORCID: 0000-0003-1340-1746 and Abubakre, M. ORCID: 0000-0001-5481-1149, 2018. Enhancing organisational competitiveness via social media - a strategy as practice perspective. Information Systems Frontiers, 20 (3), pp. 439-456. ISSN 1387-3326

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The affordances, popularity and pervasive use of social media platforms such as Facebook, Twitter and Instagram have made these platforms attractive to organisations for enhancing their competitiveness and creating business value. Despite this apparent significance of social media for businesses, they are struggling with the development of a social media strategy as well as understanding the implications of social media on practice within their organisations. This paper explores how social media has become a tool for competitiveness and its influence on organisational strategy and practice. Using the 'strategy as practice' lens and guided by the interpretivist philosophy, this paper uses the empirical case of a telecom organisation in Tanzania. The findings show that social media is influencing competitiveness through imitation and product development. Also, the findings indicate how social media affects the practices within an organisation, consequently making the social media strategy an emergent phenomenon.

Item Type: Journal article
Publication Title: Information Systems Frontiers
Creators: Kwayu, S., Lal, B. and Abubakre, M.
Publisher: Springer New York
Date: June 2018
Volume: 20
Number: 3
ISSN: 1387-3326
9816Publisher Item Identifier
Rights: This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Divisions: Schools > Nottingham Business School
Record created by: Linda Sullivan
Date Added: 11 Jun 2018 09:38
Last Modified: 27 Mar 2019 08:49
URI: https://irep.ntu.ac.uk/id/eprint/33841

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