Social networking as an enabler of change in entrepreneurial Brazilian firms
Journal of Organizational Change Management
ISSN: 0953-4814
Article publication date: 24 August 2012
Abstract
Purpose
This paper aims to research the effects of market orientation in the use of social networking and its relationship with organisational learning.
Design/methodology/approach
The empirical study was carried out in 132 recently created Brazilian biotechnology companies. Structural equation models were used in order to test the hypotheses.
Findings
The findings suggest that market orientation is positively related to social networking and organizational learning. The study also examines businesses that employ social networks and generate learning procedures within the organisations.
Practical implications
Statistically speaking, the use of social networking platforms such as Facebook and Twitter have significant effects on the internal variables of the organisation, which is why businesses should develop new profiles that better reflect the company's corporate strategy.
Originality/value
Currently, studies carried out on technologically based social networks are a new feature of the field of management. This article brings together classic management constructs, such as organizational learning or market orientation, together with the incorporation of technological social networks.
Keywords
Citation
Assis‐Dorr, H., Palacios‐Marques, D. and Merigó, J.M. (2012), "Social networking as an enabler of change in entrepreneurial Brazilian firms", Journal of Organizational Change Management, Vol. 25 No. 5, pp. 699-708. https://doi.org/10.1108/09534811211254581
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited