Background: The purpose of this study was to investigate social media technology trends in Nielsen – a global information and measurement company – and to establish how these technologies can help the company to create a knowledge-sharing culture. Objective: The objective of this study was to investigate trends in knowledge-sharing technologies in Nielsen. Method: The researchers distributed semi-structured questionnaires to a sample of employees in Nielsen’s Television Audience Measurement Department. They also conducted interviews with specific employees in this department to gain a better understanding of employees’ attitudes toward, and perceptions of, the use of social media tools for creating a knowledgesharing culture at Nielsen. The researchers validated the data to see whether it could support the research and used triangulation to create a holistic view of the data they received from the questionnaires. Results: The findings of the study revealed that respondents had a positive attitude to sharing knowledge with one another through using social media tools. However, some respondents thought that technology, in general, was ‘the tree of good and evil’. The survey findings showed that Nielsen did have social media tools. However, not all employees were aware of these tools or were willing to use the tools to share knowledge. This study highlighted the possible advantages of the social media for sharing knowledge and how Nielsen could use the tools more widely. Conclusion: In order for a knowledge sharing culture to thrive at Nielsen, its employees need to engage more with social media tools in their business practices.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.