Abstract
The popularity of social media and microblogging
services, like Twitter, has increased in a fast manner
over the last couple of years. Their use in innovation
process and marketing has also gained a lot of attention.
However, product and service acceleration -i.e. bringing
a product or service faster to the market- with the help
of social media and especially by using Twitter has not
been researched much, in spite of the fact that new
marketing techniques like growth hacking -which aims on
low-cost and innovative alternatives to traditional
marketing- have reached popularity. In this paper, we
define the concept of acceleration and analyse via
literature and a real-life, explorative case study, how
Twitter could be used for accelerating products and
services. Our case study analyses the experiences and
data from four Twitter accounts created for accelerating
two software applications. According to our research,
Twitter has potential for product and services
acceleration, but it requires taking into account many
aspects and challenges that are summarized in this paper.
Original language | English |
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Pages (from-to) | 35-56 |
Journal | Journal of Innovation Management |
Volume | 3 |
Issue number | 3 |
Publication status | Published - 2015 |
MoE publication type | A1 Journal article-refereed |
Keywords
- social media
- innovation
- acceleration