This paper aims to research the effects of market orientation in the use of social networking and its relationship with organisational learning.
The empirical study was carried out in 132 recently created Brazilian biotechnology companies. Structural equation models were used in order to test the hypotheses.
The findings suggest that market orientation is positively related to social networking and organizational learning. The study also examines businesses that employ social networks and generate learning procedures within the organisations.
Statistically speaking, the use of social networking platforms such as Facebook and Twitter have significant effects on the internal variables of the organisation, which is why businesses should develop new profiles that better reflect the company's corporate strategy.
Currently, studies carried out on technologically based social networks are a new feature of the field of management. This article brings together classic management constructs, such as organizational learning or market orientation, together with the incorporation of technological social networks.
