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首页> 外文期刊>International Journal of Innovation and Technology Management >Social Media for Identifying Lead Users? Insights into Lead Users' Social Media Habits*
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Social Media for Identifying Lead Users? Insights into Lead Users' Social Media Habits*

机译：用于识别主要用户的社交媒体？洞察主要用户的社交媒体习惯*

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摘要

An important and frequently researched concept in the field of open innovation is the integration of lead users into the process for developing innovative product concepts. Social media has offered promising new possibilities for companies in terms of supporting lead user integration. This paper provides an overview of relevant aspects of lead user research, as well as the identification of lead users. Furthermore, we connect lead user theory with social media and discuss possible ways to identify lead users. Based on the conclusion that existing research does not yet sufficiently provide a detailed understanding on identifying lead users in social media, we conducted an empirical study to gain deeper insights in the social media habits of lead users; this involved a case study comprising 20 interviews. This study's findings present a rather ambivalent picture, concluding that identifying lead users via social media may work with some limitations. Social media can contribute complementary with established approaches like pyramiding to the identification of lead users, but it is not a standalone solution. It strongly depends on the content of the project and on the group of individuals where lead users should be originated. Based on these findings, we derive theoretical and managerial implications and show how companies can utilize social media in addition to established methods for identifying lead users. Finally, the paper concludes with a discussion of study limitations and recommendations for areas of further research.
机译：开放创新领域中一个重要且经常研究的概念是将主要用户整合到开发创新产品概念的过程中。社交媒体在支持主要用户集成方面为公司提供了有希望的新可能性。本文概述了主要用户研究的相关方面，以及主要用户的识别。此外，我们将主要用户理论与社交媒体联系起来，并讨论了识别主要用户的可能方法。基于现有研究尚不足以提供关于识别社交媒体中主要用户的详细结论的结论，我们进行了一项实证研究，以获取对主要用户社交媒体习惯的更深刻见解；这涉及一个包含20个访谈的案例研究。这项研究的发现呈现出相当矛盾的情况，认为通过社交媒体识别主要用户可能会有一些局限性。社交媒体可以与金字塔之类的既定方法互补，以识别主要用户，但这不是一个独立的解决方案。它在很大程度上取决于项目的内容以及主要用户的来源人群。基于这些发现，我们得出了理论上和管理上的启示，并展示了公司除了确定潜在用户的既定方法之外还可以利用社交媒体。最后，本文最后讨论了研究局限性以及对进一步研究领域的建议。

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