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- W658177522 abstract "While the social Web has been examined previously by various scholars, this study addresses a gap in that research by examining how firms learn in and about social media. From the perspective of organizational learning, we make a comparative case study of two social media applications. One case is a network of fashion bloggers and a traditional fashion magazine trying to play a role in that network. The other is an immersive virtual world called Second Life and a number of firms trying to play a role within that world. Our study found considerable differences in the firms ability to learn and to cope with the governing logic illustrated by the two cases. We argue that the relationship between a virtual world and the real world has a strong influence on a firms ability to learn in and about that world. We are able to explain why so many firms have failed in their attempt to get a foothold in virtual worlds such as Second Life while other, less realistic and less immersive social media applications rapidly have become integrated and accepted parts of many firms communication arsenal." @default.
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- W658177522 date "2009-01-01" @default.
- W658177522 modified "2023-09-24" @default.
- W658177522 title "Once Upon a Social Web : Social Media and Firms’ Learning Behavior in Two Worlds" @default.
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