“…First, by identifying social media-driven innovation as an important new IT-enabled capability and unpacking the actions, interactions, and decisions of individuals that underlie it, we contribute to the literature on IT capabilities (Kim et al, 2011;Rai & Tang, 2010;Saldanha et al, 2017), with a specific focus on social media as one such capability. Prior research has shown that consumer conversations on social media can have a rapid and substantial impact on organizational outcomes such as sales and stock valuations (Deng et al, 2018;Luo & Zhang, 2013;Oh et al, 2017). Research has also shown that the capability to engage with consumers via social media can positively influence organizational outcomes (Candi et al, 2018;Lehrer, Wieneke, Vom Brocke, Jung, & Seidel, 2018).…”