Social Media and New Product Introduction: Role of Proactiveness, Risk-Taking and Market Dynamism

In view of the scant research on ‘strategic use of social media’ by proactive and risk taking small enterprises, we explore the conditions when the use of social media would influence such firms’ ability to introduce new products. We propose that a firm’s ability to strategically use social media along with its proactiveness, and its managers’ attitude toward risk taking is associated with new product introductions particularly in dynamic...