USV Annals of Economics and Public Administration (Jun 2022)
MEDIA AS A TOOL OF PROMOTING INNOVATION IN COMPANIES
Abstract
New media, especially social networks, are a pillar of the innovation process at the company level. Although many studies focus on the negative way in which social networks affect innovation, in the corporate environment, media is an essential tool that can determine a company's business innovation model. The purpose of this paper is to analyze how new media can be used to promote innovation in the corporate landscape. Thus, the paper investigates the connection between integrated marketing communication and the strategy of social networks in the innovation process, based on the agreement of strategies adaptability, as well as the moderating results of the management diversity. In this context, we study both the way in which the media affects the innovation process at the company level, as well as the positive influence of new media in the innovation process. Thus, the conclusion of this study is represented by the fact that social networks support the innovation process when the social factor is integrated into the daily activities of a company. Also, the choice of a communication channel meant to highlight the marketing strategies at the level of a company is essential. In other words, the right social media tools can integrate an organization's goals and strategies in order to capitalize on its target audience.
