SOCIAL MEDIA AS A COMPETITIVE TOOL IN ORGANIZATIONS: THE RED QUEEN EFFECT

Orkun Goktepe

Abstract


Today’s organizations, public or private, pursue both substantive and organizational goals, which they must balance in their operations. Also, they have to change theirselves against environmental conditions that challenge them every day. Organizations seek both to maintain (or expand) their own autonomy and authority and to achieve their substantive goals, such as maintain their customers and find new ones. Therefore, strategic management and its applications are one of the most essential subjects for organizations. One of the most popular strategic application in recent years is social media management. Globalization and high competition have made social media applications as a part of organization’s daily life. So, what does social media means for organizations? It is the effective and efficient use of resources so that an organization can survive in the long term, ensure a sustainable competitive advantage and achieve above average profit in the competition system. The Red Queen Effect (RQE) which is the research topic of this paper is seen as an important issue in the context of the use of social media as an important competitive tool in the organization-environment interaction.

Keywords


Red Queen Effect, Organizational Change, Social Media, Big Data, Competition

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References


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DOI: http://dx.doi.org/10.17349/jmc118109

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