Social Media Use and Organization Knowledge Sharing: Marketization of Innovation Ideas

The rise of ICT, especially social media, and its growing role in innovation knowledge sharing within companies have made it possible to accomplish sustainable innovation goals and an organization economy (Saputra et al., 2022; Ndekwa et al., 2023; Ndekwa & Katunzi, 2016). Previous research (Dodokh & Al-Maaitah, 2019; Leonardi, 2014) have demonstrated the use of social media in innovation knowledge sharing in organizations, while Ndekwa and Katunzi (2016) have advocated for the inclusion of social media in firms’ sustainable innovation practices. Nonetheless, researchers and practitioners have also employed social media to encourage the launch of new products, produce user-generated customer insights and concepts, and stimulate innovation in the creation of new products (Saputra et al., 2022). According to academics like Arifi et al. (2023), an organization can take advantage of a revolutionary chance to promote knowledge sharing in a time of uncertain economic conditions by investing in social media. Therefore, social media has become a vital strategic component for knowledge sharing in organizations’ innovation sustainability (Valeri, 2021, 2024).