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

  • Banita Lal
    ,
  • Shirumisha Kwayu
    ,
  • Mumin Abubakre
  • Nottingham Trent University
Research Output:
Contribution to journal
Article
 Peer-review

Open access

Abstract

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.

Publication Information

Output type

Research Output:
Contribution to journal
Article
 Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 439-456

Journal (Volume, Issue Number)

Information Systems Frontiers (Volume 20, Issue 3)

Publication milestones

  • Published - 20/12/2017

Publication status

Published - 20/12/2017

ISSN

1387-3326

Publication IDs

  • handle.net: 10547/622857
  • Scopus: 85038609737

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