소셜 미디어 인스티튜션화와 이노베이션 패러다임 링크

Social Media Institutionalization and Innovation Paradigm Link

The way people exchangeideas, information and knowledge is changing. media channels such asblogs, micro blogs, Youtube, Shareslides involved in this change is becoming increasingly important. The patterns emerging inmediaappear to resemble thosethat were identified in the adoption and diffusion of interactive technologies, in which adopters first learn to use a new technology, and then recognize its value. Thus this paper attempts to integrate the social communication network paradigm of Innovation field into the attitude paradigm of IT management field. Consequently, the integration suggests a new framework along with a set of insights and guidance to researchers and practitioners, in hopes to more realistically approach thisphenomenon(eg., enterprise 2.0) by using past rigorous findings.