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Innovation Through Social Media: A Case Study From the Oil and Gas Industry
Abstract
This chapter explores the potential of work-oriented social media (WOSM) platforms for generating innovative ideas. A case study of a single WOSM platform, focused on innovation, is analysed from the perspective of features influencing adoption. The features are examined using the unified theory of acceptance and use of technology (UTAUT) framework. Primary research was conducted through a study on the use of a WOSM platform called Brightidea to promote crowdsourced innovation. The work included investigation of features that influenced adoption and usage of the platform. Additionally, the potential for domain-crossing innovation was explored through data analysis of ideas on the platform. The study was built on data collected from a survey of employees of Kerpoc (a pseudonym), a large company in the oil and gas (O&G) sector, and interviews with Kerpoc staff. The chapter concludes that although the business value of the platform may have been below expectations, its social media-like features were positively viewed by users and facilitated discipline crossing.
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