Tapping the Power of Social Media on Innovation Performance

Abstract

Objective - This study investigates the relationship between social media and innovation performance among SMEs in Malaysia. This study also extends social media literature by investigating the underlying mechanism of open innovation in the relationship between social media and innovation performance. Methodology/Technique - A questionnaire was used to collect data from the respondents. A total of 173 samples from data collection were then used to test the hypotheses by using the SPSS and SmartPLS software. Finding - The result has revealed that social media has a significant effect on innovation performance. Besides, outbound innovation is also found to mediate the relationship between social media and innovation performance. Novelty - This study contributes to the literature on social media and innovation by providing new evidence regarding outbound innovation impact on performance among SMEs. It also provides a great idea of social media's importance to SME managers in improving innovation performance in an organization. Type of Paper - Empirical. Keywords: Social Media, Innovation Performance, Open Innovation, Smes, Malaysia JEL Classification: URI: http://gatrenterprise.com/GATRJournals/GJBSSR/vol9.2_4.html DOI: https://doi.org/10.35609/gjbssr.2021.9.2(4) Pages 143 – 151