Outward and Inward Communication: A Study on the Driving Mechanism of Social Media Use for Breakthrough Innovation

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The real-time and extensive interactive interfaces of social media platforms have reshaped the internal and external knowledge synergy modes of enterprises, bringing many opportunities for enterprises to overcome inertia and realize breakthrough innovation. Introducing the organizational inertia perspective, in this article, we explore the differentiated mechanisms of two social media affordances for breakthrough innovation in enterprises. The results show that internal synergy-oriented social media use (ISM) promotes breakthrough innovation by reducing routine rigidity. Meanwhile, external interaction-oriented social media use (ESM) enhances breakthrough innovation by overcoming resource rigidity. In addition, internal entrepreneurial orientation and external competitive pressure play a moderating role. The higher the entrepreneurial orientation is, the greater the negative effect of ISM on routine rigidity, and the greater the negative effect of ESM on resource rigidity. The higher the competitive pressure is, the less negative the effect of ISM on routine rigidity and the less negative the effect of ESM on resource rigidity. This study extends the existing literature on the nexus between social media use and breakthrough innovation through the lens of organizational inertia. Furthermore, by elucidating the underlying pathways and contingent factors, this research offers a guidance for enterprises to optimize their social media technologies.