Social Networks, Social Media, Social Innovation and Technology for Society

Alba Guzmán-Duque, Ismael Ibáñez-Peñuela, Hermenegildo Gil-Gómez

Research output: Book / Book Chapter / ReportChapterpeer-review


Networks and social media are important tools for the development of technology in society, where their ease of use and adoption is an important indicator for the competitiveness of countries. On the other hand, these digital media have an impact on society through the communication that is generated through the publications in the profiles of social networks. Precisely, one of the key elements for start-ups and companies is the use of new technologies and the inclusion of networks and social media in their marketing processes. However, their use has been limited to recreational use, which reduces their importance, since their advantages are only evidenced as elements of organizational communication. This chapter provides theoretical content on global development trends by considering start-ups as engines of competitiveness based on social technology and demonstrating that influencers are people who have a positive impact on successful transaction through social media. These two factors are important for any organization that intends to conduct successful transactions through the use of social media and networks.

Original languageEnglish
Title of host publicationInnovation, Technology and Knowledge Management
Number of pages16
StatePublished - 2023
Externally publishedYes

Publication series

NameInnovation, Technology and Knowledge Management
VolumePart F1550
ISSN (Print)2197-5698
ISSN (Electronic)2197-5701


  • Competitiveness
  • Social innovation
  • Social media
  • Social networks
  • Social networks
  • Social technology
  • Star-ups


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