An Attempt to Understand How B2C High-Tech Start-ups Harness Innovation through Social Media
Dr Raja Yahya Alsharief, Arwa Al-Saadi
Abstract
The rise of social media in business world today has been one of the major trends that are highly affecting
business transactions worldwide. Existing literature focused on how businesses can leverage social media to
better interact with their customers, deal with their questions and queries, and encourage them to participate in
new product development and/or other marketing activities. Various studies investigated the increased use of
social media by companies to drive innovation. This study attempts to understand how B2C high-tech start-ups
harness innovation through social media through providing a deep analysis of the literature dealing with startups
utilisation and/or usage of social media. The study also provides directions for future research in this area of
the field.
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