| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 107 === According to knowledge-based theory view, knowledge and capabilities that enterprises possess are the main factors affecting their competitive advantage. The open innovation highlights the importance of external knowledge source, customer knowledge is also one of the sources of external knowledge source to enhance firms’ knowledge. In the era of social media, the social media usage has become important issue that all of the companies could leave it out of consideration. The social media has changed the interaction mode between enterprises and customers. Not only for customers to change from message recipients to providers of content, but also to businesses and customers have the opportunity to work together to create value. Because the enterprises social media usage not only facilitates the customer relationship management, but also provides companies with the customer knowledge management ability to collect knowledge and customer feedback, and all these contributes to firm’s innovation performance. This study aims to examine the effects of social media usage on social customer relationship management, customer knowledge management, and innovation performance.
Our data is collected from Small and Medium Enterprises Digital Popularization Project, Small and Medium Enterprises Internet University and enterprise Facebook page. Totally 1259 questionnaires were sent and 124 valid questionnaires were collected, and the response rate was 9.8%. The empirical results of this study show that social media usage has a positive impact on social customer relationship management, customer knowledge management and innovation. In addition, the results shows that customer knowledge management has a positive impact on innovation, but social customer relationship management has no significant impact on innovation.
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