DIGITAL ENTREPRENEUR AND INNOVATION: INVESTIGATING THE ROLE OF SOCIAL MEDIA IN START-UP SUCCESS

Purpose: This study explores the relationship between social media strategies and organizational innovation, specifically examining how Social Media Analytics Use (SMAU), Frequency of Social Media Posts (FSMP), Customer Feedback Integration (CFI), and Social Media Ad Spend (SMAS) influence the Innovation Level (IL) of organizations. Research Methodology: A total of 197 organizations were selected randomly, and data were collected through structured surveys targeting key decision-makers in marketing and innovation. Using R Studio for regression analysis, the study found significant positive relationships between SMAU, FSMP, and CFI with IL, indicating that effective use of social media analytics, frequent posts, and integration of customer feedback contribute to higher levels of innovation. However, Social Media Ad Spend (SMAS) did not show a significant impact on IL. Results: The results suggest that organizations that strategically leverage social media tools and feedback mechanisms are better positioned to enhance innovation. This study contributes to the growing body of knowledge on social media’s role in organizational development and provides practical insights for businesses looking to foster innovation through digital platforms.