Various emerging themes are addressed in the article, "Impact of Knowledge Management on the Activation of E-Commerce Using Social Media: Client Approach." Primarily, the author, Al-Khattab addresses the social media and knowledge management as two fundamental themes that have emerged and have continued to impact on the activation of the e-commerce. Throughout the article, Al-Khattab recognizes that the social media play an essential role in the performance of the organization. In a broader note, the social media facilitate the information flow and transmission to the customer. The use of social media in the organization has dramatically impacted the manner in which the organizations are operating in the today's market to integrate the business idea with the knowledge management issues. Undeniably, the utilization of the social media to enhance the knowledge management has become to be referred to as the social knowledge management, which encompasses the identification, sharing, documentation, transfer, development, and evaluation of knowledge (Ngai, Tao, and Moon, 2015).
According to Ainin et al. (2015), that the emergence of the social media has contributed to the shift of the internet users from the being passive recipients to the creators of content. This implies that the traditional methods of marketing to customers such as the advertising or the direct mail have increasingly become less effective. Businesses are tremendously turning to the social mediums with the intent to connect customers in positive ways as well as the individuals who influence the customers. At the business level, the emergence of the social media has helped increase the brand visibility as well as that of the business. Secondly, social media utilization has helped to build and cultivate the personal and professional networks of the companies. Further, it has helped develop and grow the relationship between the business owners and their customers thus providing them with the opportunity to engage in real-time two-way interaction. The increase in the customer knowledge management has facilitated the publication and distribution of the original contents that has demonstrated the customers' expertise relating to the knowledge about the products offered to them as well as the business' brand (Paniagua, Jordi, and Juan Sapena, 2016)
Relating to the knowledge management as another emerging theme, Al-Khattab recognizes that the knowledge management in organizations has led to the improvement of learning inside the organizations and thus improving the overall performance concerning customer satisfaction, provision of good and services and customer's retention. In this way, different organizations have employed the use of the knowledge management systems to realize their organizational objectives, thereby obtaining a tremendous competitive advantage over their rivals within the same market or industry (Bharati, Zhang, and Chaudhury, 2015). Finally, knowledge management helps to the attainment of the knowledge leverage, especially when launching markets of products.
How the Identified Themes Will Impact the Business
Al-Khattab articles addressed the knowledge management and the social media as the primary emerging themes in the section. Fundamentally, both the knowledge management and the increased use of social media in business has dramatically impacted the performance of many organizations across the world (Hislop, Bosua, and Helms, 2018). The importance of social media in the small business cannot be underestimated due to its rapid growth. With many people joining the social media sites and utilizing them efficiently and regularly, small companies are likely to thrive and dominate the industries in the coming years.
The research by Hislop, Bosua, and Helms (2018) shows that the social media wave is not ending soon. It implies that many businesses will take advantage of it and apply it to various activities. It is evident that every business today, whether small or large need to leverage proper social media channels in the best possible mechanisms. It is purely based on the fact that the target market, as well as the audience, hang around the social network sites (Trainor, Andzulis, Rapp and Agnihotri, 2014). It is anticipated that the brand will continue to increase the investments in social media content and the headcount. Because the current advertising and marketing strategies have shown that it is no longer enough to maintain the social media presence naturally, the business in future will tend to increase their operations and focus on ways through which customers are fully engaged on the multiple social platforms, thereby building the identity on these channels.
Regarding Knowledge management and its impacts on the future business performance Hajli (2014) argues that the knowledge management as an emerging theme will have a tremendous impact on the multimedia, multichannel and the multilingual. It further implies that these three attributes will have powerful effects on several key trends in both the marketing, customer service, and support. Notably, there will be a considerable shift in focus from the organization's internal productivity to the productivity of the customer. The customer self-service, intelligent swarming, global, mobile and the social aspects of the small business will further be transformed (Geisler and Wickramasinghe, 2015). Such changes will impact both the content as well as the processes that firms will use to capture, maintain, and access the knowledge. The value proposition of the organization will benefit from this.
In regard to the formulation of business strategy, it is important to note that the successful business organizations are attributed to the effective business strategies. In this way, the organizations must learn and understand the conditions as well as the processes used in the development of the effective business strategies (Martin-de Castro, 2015). The understanding, in this case will involve using the social media and knowledge management tools to develop dynamic and applicable strategy to its objectives. Further, the strategic approaches adopted by the organizations need to be influenced by distinct views regarding the social media and knowledge management as the emerging themes.
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N.I. and Mohd Shuib, N.L., 2015. Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), pp.570-588.
Bharati, P., Zhang, W. and Chaudhury, A., 2015. Better knowledge with social media? Exploring the roles of social capital and organizational knowledge management. Journal of Knowledge Management, 19(3), pp.456-475.
Bilgihan, A., Barreda, A., Okumus, F. and Nusair, K., 2016. Consumer perception of knowledge-sharing in travel-related online social networks. Tourism Management, 52, pp.287-296.
Geisler, E. and Wickramasinghe, N., 2015. Principles of Knowledge Management: Theory, Practice, and Cases: Theory, Practice, and Cases. Routledge.
Hajli, M.N., 2014. A study of the impact of social media on consumers. International Journal of Market Research, 56(3), pp.387-404.
Hislop, D., Bosua, R. and Helms, R., 2018. Knowledge management in organizations: A critical introduction. Oxford University Press.
Martin-de Castro, G., 2015. Knowledge management and innovation in knowledge-based and high-tech industrial markets: The role of openness and absorptive capacity. Industrial Marketing Management, 47, pp.143-146.
Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), pp.33-44
Paniagua, Jordi, and Juan Sapena. "Business performance and social media: Love or hate?." Business horizons 57, no. 6 (2014): 719-728.
Trainor, K.J., Andzulis, J.M., Rapp, A. and Agnihotri, R., 2014. Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), pp.1201-1208.
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