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Leveraging customer knowledge obtained through social media: The roles of R&D intensity and absorptive capacity

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  • Ji, Elena
  • Mahmudur Rahman, Syed
  • Wilden, Ralf
  • Lin, Nidthida
  • Harrison, Norma

Abstract

Previous research has highlighted the benefits of leveraging knowledge generated through internal R&D and external customer knowledge to drive firm innovation. While it is understood that both these knowledge sources may have complementary and/or substituting effects, our understanding of the mechanism through which they affect innovation performance is limited. Therefore, we develop a theory and empirically test a multiple moderation model to investigate the effect of customer knowledge obtained through social media on innovation performance, contingent on the firm’s realized absorptive capacity and R&D intensity. Using PLS-SEM multi-group analysis, we find that firm R&D intensity complements realized absorptive capacity in integrating customer knowledge from social media for innovation performance. Given resource constraints, firms with a low level of R&D intensity should focus on cultivating a strong realized absorptive capacity to maximize the benefits of social media. In contrast, firms with high R&D intensity need not overly prioritize developing realized absorptive capacity.

Suggested Citation

  • Ji, Elena & Mahmudur Rahman, Syed & Wilden, Ralf & Lin, Nidthida & Harrison, Norma, 2024. "Leveraging customer knowledge obtained through social media: The roles of R&D intensity and absorptive capacity," Journal of Business Research, Elsevier, vol. 182(C).
    • Handle: RePEc:eee:jbrese:v:182:y:2024:i:c:s0148296324003151
    DOI: 10.1016/j.jbusres.2024.114811
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