Knowledge Management and Innovation: The Role of Virtual Social Networks in Innovative Consumer Behavior

Andre Grutzmann, Fernanda Maria Felício Macedo, André Luiz Zambalde


Online social networks made up of actors with different degrees of innovativeness may allow knowledge management to collect new ideas and measure their acceptance. This research investigates consumer innovativeness and relationships with the uses and participation in social networks. This research has a quantitative exploratory scope, and among the main findings, we can mention that the dimensions of the adopted scale were corroborated by using factor analysis. The findings cannot be generalized, but there are evidences that relationship between social networking and innovative consumer behavior exists. Although there are limitations, correlations were found between the social dimension of innovativeness and information search in the networks and also the use of social networking information for the decision to purchase new products.


online social networks; web-based innovation; innovation; knowledge management.

Full Text:

PDF [en]


BAUMGARTNER, H., STEENKAMP, J.-B. E. M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121−137.

BURT, R. S. (1992). The social structure of competition. In: NOHRIA, N., ECCLES, R. G. Networks and Organizations: structure, form and action. Boston: Harvard Business School Press.

BURT, R. S. (2000). The network structure of social capital. In: SUTTON, Robert I., STAW, B. M. (Ed.). Research in organizational behavior. Greenwich: Jai Press.

CASTELLS, M. (2003). A Sociedade em Rede. São Paulo: Paz e Terra.

CHOO, C. W., BONTIS, N. (2002). The Strategic Management of Intellectual Capital and Organizational Knowledge. New York: Oxford University Press.

DIMAGGIO, P. et al. (2001). Social implications of the Internet. Annual Reviews Sociology, 27, 307-336, Aug 2001.

FONSECA, J. S., MARTINS, G. A. (1996). Curso de Estatística. São Paulo.

FOXALL, G. R. (1988). Consumer innovativeness: Novelty-seeking, creativity and cognitive style. Research in Consumer Behavior, 3, 79−113.

FRANKE, N., von HIPPEL, E., SCHREIER, M. (2006). Finding commercially attractive user innovations: An exploration and test of lead user theory. Journal of Product Innovation Management, 23(4), 301–315.

FREEMAN, C. (1968). Chemical process plant: innovation and the world market. National Institute Economic Review, 45, 29–57.

GOLDSMITH, R. E., HOFACKER, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209−221.

GRANOVETTER, Mark. (1973). The strength of weak ties. American Journal of Sociology, 78(6), 1360-1380.

HAIR Jr., J. F. et al. (2009). Análise multivariada de dados. 6. ed. Porto Alegre: Bookman.

HIRSCHMAN, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3), 283−295.

LÉVY, P. (1999). A inteligência coletiva: por uma antropologia do ciberespaço. São Paulo: Loyola.

MALHOTRA, N. K. (2006). Pesquisa de marketing: uma orientação aplicada. Porto Alegre: Bookman.

MAROCO, J. (Ed.). (2007). Análise estatística: com utilização do SPSS. 3. ed. rev. ampl. Lisboa: Edições Sílabo.

MARTELETO, R. M., SILVA, A. B. O. (2004). Redes e capital social: o enfoque da informação para o desenvolvimento local. Ciência da Informação, Brasília, 33(3), 41-49.

MIDGLEY, D. F., DOWLING, G. R. (1978). Innovativeness: Concept and its measurement. Journal of Consumer Research, 4(4), 229−242.

MILGRAM, S. (1967). The small world problem. Psychology Today, l, 61-67.

NUNNALY, J. (1978). Psychometric theory. New York: McGraw-Hill.

OECD/European Communities. (2005). Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data. 3. ed. Paris: OECD Publishing. Available at: . [Accessed Aug, 2010].

PESTANA, M. H., GAGEIRO, J. N. (2008). Análise de dados para ciências sociais: complementaridade do SPSS. 5. ed. rev. e corr. Lisboa: Edições Sílabo.

PRANDELLI, E., VERONA, G., RACCAGNI, D. (2006). Diffusion of Web-Based Product Innovation. California Management Review, 48(4), 109-135.

RECUERO, R. (2004). Redes Sociais na Internet: considerações iniciais. In: XXVII INTERCOM, 27,2004, Porto Alegre.

RECUERO, R. (2009). Redes Sociais na Internet. Porto Alegre: Sulina.

SCHUMPETER, J. A. (1985). Teoria do desenvolvimento econômico. São Paulo: Nova Cultural.

SHAH, S.K. (2003). Community-Based Innovation & Product Development: Findings From Open Source Software and Consumer Sporting Goods. Ph.D. thesis, Sloan School of Management, Massachusetts Institute of Technology: Cambridge.

STEENKAMP, J.-B. E. M., HOFSTEDE, F., WEDEL, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2), 55−69.

URBAN, G. L., von HIPPEL, E. (1988). Lead user analyses for the development of new industrial products. Management Science, 34(5), 569–582.

VANDECASTEELE, B., GEUENS, M. (2010). Motivated Consumer Innovativeness: Concept, measurement, and validation. International Journal of Research in Marketing, 27, 308-318.

VENKATRAMAN, M. P., PRICE, L. L. (1990). Differentiating between cognitive and sensory innovativeness: Concepts, measurement, and implications. Journal of Business Research, 20(4), 293−315.

von HIPPEL, E. (1988). The Sources of Innovation. Oxford: Oxford University Press.

von HUELSEN, P. (2008). Redes sociais na internet: as comunidades e os blogs como oportunidades para a publicidade e o marketing. São Paulo. Dissertação (Mestrado) PUC.

WATTS, D. J. (2003). Six Degrees: The Science of a Connected Age. New York: W. W. Norton & Company.

WELLMAN, B. (1996). Are personal communities local? A dumptarian reconsideration. Social Networks, 18(4), 347-354.

WELLMAN, B. (2005). Community: From Neighborhood to Network. Communications of the ACM, 48(10), 53-55.


Copyright (c) 2013 Journal of Technology Management & Innovation

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

2018 © Universidad Alberto Hurtado - Facultad de Economía y Negocios. 
Erasmo Escala 1835 - Santiago, Chile.
Economic Analysis Review | Observatorio Económico | Gestión y Tendencias 

Journal Supported by