Sosyal Medyadan Bilgi Edinmenin, Rekabet İstihbaratı Sürecine Etkisinde Özümseme Kapasitesinin Rolü: Teknokent İşletmelerinde Bir Uygulama

Abstract

The purpose of this study is to examine the effects of knowledge acquisition from social media on competitive intelligence process through the absorptive capacity of firms that are operating in technopolis. The descriptive research method is applied for the current study. Questionnaire form is prepared in order to conduct the analysis of the research method. The form is applied to the managers of the firms operating in technopolis in Turkey by online methods. Data is obtained from a total of 270 participants via online survey method.

In line with the analysis, it has been concluded that the firms operating in technopolis’ knowledge acquisition from social media positively affects the competitive intelligence process. In addition, the absorptive capacity of firms mediates the relationship between the two variables under consideration. Compared to the data acquired from traditional marketing research, social media has more valuable knowledges. The reason is that consumers directly share their feelings, thoughts, ideas and opinions about products and brands with other consumers or businesses. For this reason, businesses accept social media as a natural source of external knowledge. However, before external knowledge acquired from social media can be incorporated into the competitive intelligence process, the knowledge needs to be understood and assimilated. In this context, managers need to consider firm’s absorptive capacity to use them with existing knowledge resources. This improves the quality and value of the competitive intelligence process.