The controversial uselfulness of social media for Absorptive Capacity

This paper aims to test the effectiveness of social media as a moderating factor in the relationship between Open Innovation (OI) and Absorptive Capacity (ACAP) within a sample of 93 Italian manufacturing firms, while also considering the impact on industrial performance. Several hypotheses are tested using Structural Equation Modeling. The results indicate that social media negatively moderates the relationship between OI and ACAP, contrary to the prevailing scientific discourse. This outcome could be explained by factors such as prior related knowledge and the structure of both external and internal communication. Our theoretical contribution lies in adding to the discourse on the use of social media to support ACAP activities within an OI context. On a practical level, this research provides valuable insights for OI and R&D managers and professionals seeking to enhance performance by leveraging social media for ACAP.