Spotting Industry Change through Social Media: The Case of Tesla
2016 (English)Conference paper (Refereed)
Extant literature has illustrated the potential power of social media in relation to emerging sectors as well as the transformation of existing high velocity markets due to digitization. Little is still known, however, about the interplay between social media and markets with lower degree of velocity undergoing transformation. With regard to this need, the present paper aims to explore the interplay between social media users and entrants enacting disruptive transformation in institutionalized markets with lower degree of velocity. This is done studying the emergence of the electric automobile manufacturer Tesla and how users of social media attribute values related to the institutional pressures introduced by the firm in question. Drawing from a dataset of 2911 user-generated content in social media, this study will illustrate the extent to which users of social media contribute to changes in the automobile industry by either supporting or rejecting Tesla’s efforts to restructure the sector.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:hj:diva-34353OAI: oai:DiVA.org:hj-34353DiVA: diva2:1057420
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