Abstract
Using the affordance theory, the study explores the influence of enterprise social media (ESM) utilisation on innovation with the mediating role of competitor orientation. Questionnaires were used to collect data from the service industry in Zimbabwe. Results from the structural equation modelling (SEM) data analysis revealed that there is a positive relationship between internal enterprise social media (IESM) use and innovation; however, there was a negative effect on the influence of external enterprise social media (EESM) utilisation and innovation. Results also showed that competitor orientation positively and significantly mediates the relationship between IESM utilisation and innovation. However, the mediation between external social media utilisation and innovation was not significant. Managerial and theoretical implications are discussed.
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