Organizational IT versus social media in servitized manufacturing firms: bridging knowledge creation and information processing for customer responsiveness

Purpose This study aims to integrate organizational knowledge creation theory (OKCT) and organizational information processing theory (OIPT) to examine the impact of organizational IT distinguishing between structured IT (i.e., OIT) and social media unstructured IT (ie., SM) for service-oriented operations on customer responsiveness in servitized manufacturing firms. It also investigates how contextual factors – competitive intensity, technological radicalness and process information intensity – moderate these relationships. Design/methodology/approach This study uses hierarchical regression analysis using survey data collected from 207 Chinese servitized manufacturing firms to test the direct effects of IT on customer responsiveness and the moderating effects of contextual factors. Findings OIT positively influences customer responsiveness, while SM exhibits a U-shaped relationship. Competitive intensity weakens the positive effect of OIT on customer responsiveness but strengthens the positive impact of SM at higher levels. Technological radicalness mitigates the U-shaped effect of SM but weakens the OIT-customer responsiveness link. Process information intensity strengthens the OIT-customer responsiveness relationship but shows no significant moderating effect on SM. Practical implications The study provides practical guidance for optimizing IT strategies in servitized manufacturing firms. It underscores the importance of strategically integrating OIT to enhance structured information processing and leveraging SM for adapting to dynamic and competitive environments. Managers should align IT strategies with specific competitive, technological and process demands to maximize responsiveness and service effectiveness. The findings also offer insights for policymakers seeking to promote digital transformation in manufacturing sectors and enhance service innovation capabilities in emerging economies. Originality/value This study advances the literature by conceptualizing OIT and SM as distinct IT tools tailored for service-oriented operations. By integrating OKCT and OIPT, it offers a novel theoretical framework that elucidates both direct and moderated effects of IT on customer responsiveness, providing valuable insights for IT-enabled transformations in servitized contexts.