Social Media Driven Value Creation in a Corporate and Academic Learning Context - "An Explorative Study"

Sammanfattning: This Master thesis aims to enhance the understanding of how value can be created using social media in corporate and academic learning situations. Based on the value creation theory by Normann & Ramírez network related, offering related and macro- level related factors are identified in a qualitative, deductive approach. Inductive elements arise as additional factors of value creation are derived from the findings. As a context specific factor to value creation it is assessed by means of quantitative research instruments whether technology acceptance of social media differs in informal learning situation compared to formal learning situations. Based on this analysis insights are gained for value creation. In a more explorative way, obstacles to value creation are brought up in the third part of the analysis. As a final step, factors of value creation and obstacles to this process are summed up in a conceptual framework. In the discussion ways to overcome the presented obstacles are briefly touched upon, considerations to informal learning are given as well as business opportunities and innovation with respect to social media tools in learning are discussed.