اثر رسانه های اجتماعی بر عملکرد سازمانی از طریق دانش و نوآوری Influence of social media technologies on organizational performance through knowledge and innovation

1. Introduction Digital business strategies have been increasing recently due to impressive improvements in information systems, communication, and connectivity technologies. These improvements are fundamentally reshaping traditional business strategy, embracing information systems and technologies as digital resources following the resource-based view of strategy (Barney, 1991; Peteraf, 1993; Wernerfelt, 1995). Social media, which stress the importance of digital business strategy, are fundamentally changing the way we communicate, collaborate, consume, and create. These media have revolutionized the ways organizations relate to the marketplace and society, creating a new world of possibilities and challenges in all aspects of the enterprise, from marketing and operations to finance and human resource management (Aral et al., 2013). It is often difficult, however, to clarify what is technologically distinctive about social media technologies (SMT). They share many characteristics of prior collaborative technologies, such as group decision support systems (GDSS) (DeSanctis and Poole, 1994) and knowledge management systems (KMS) (Alavi and Leidner, 2001). Social media obtain different characteristics from KMS and GDSS. As a function of tiny initiating events (Holland, 1996) magnified by scale-free causes and networking (Caldarelli, 2007; Dodds et al., 2003), social media produce a much more complex, dynamic ecosystem for growth and innovation (Gnyawali et al., 2010). Social media also foster connectivity among individuals. KMS are methods and cost-efficient software products that support knowledge integration among people, processes, technology, and organizational structure (e.g. brainstorming, document management system, content management, expert systems), whether organizational or technological tools (Centobelli et al., 2017; Fink and Ploder, 2009). GDSS are a family of information systems used to support management teams to structure ill-defined problems and to analyze and make group decisions. They enhance managerial decision-making processes by providing management teams with the technology needed to generate and organize ideas in a collaborative environment, identify priorities, and facilitate conflict resolution (Wang and Reani, 2017). Since social media involve information, knowledge, and networking, GDSS and KMS are tools that social media can use to improve connections and increase knowledge-related competencies.