The value of social media for innovation: A capability perspective

Marie Isabelle Muninger*, Wafa Hammedi, Dominik Mahr

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

180 Citations (Scopus)


Firms increasingly employ social media for innovation, yet current literature offers little guidance for developing their strategic uses. This study applies a qualitative, theory-building approach to derive a conceptual framework of the capabilities that allow companies to benefit by using social media throughout their innovation processes. This framework, designed to support applications of social media for innovation, sheds light on three key capabilities and related resources: social media managers who orchestrate social media activities across the innovation process; top management that cultivates support, team empowerment, and test-and-learn cycles; and agile processes that facilitate rapid decision making and knowledge flows across teams. This article enriches organizational capability theory as it pertains to innovation, and it provides managers with guidance for implementing social media strategies in practice.

Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Pages (from-to)116-127
Number of pages12
Publication statusPublished - 2019
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Capabilities
  • Innovation process
  • Social media
  • Value creation


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