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Yes / Social media analytics (SMA) is a dynamic field which has received considerable attention from both academics and management practitioners alike. A significant number of the scholarly research currently being conducted in SMA, however, is conceptual. Industry experts know that SMA creates new opportunities for organisations who want to more strongly engage with their customers and improve business performance. However, the relationship between social media analytic practices (SMAP), customer engagement (CE), and business performance (BP) has not yet been sufficiently investigated from an empirical perspective. In order to gain a better understanding of the relationship between SMAP and BP and the mediation role of CE in that process, a large-scale survey was conducted among senior and mid-level managers as well as consultants in the Retail and information technology (IT) industries in India. Specifically, a structured closed-ended questionnaire was administered to managers and management consultants country-wide and gathered usable responses from 281 respondents holding positions such as: Digital Marketing Executive/Digital Marketing Specialist, Management Consultant, Analytics Manager, Customer Relationship Manager, Marketing Director, Engagement Manager, etc. who were in charge of digital marketing strategies in the respondent retail and IT organisations. The questionnaire addressed issues related to the way in which SMAP contribute to an enhanced business performance through the mediation role of customer engagement. Structural Equation Modelling was employed to analyse the received empirical data. On the basis of the findings our research concludes that there is a significant positive relationship between SMAP and BP mediated by CE in the Indian retail and IT industries.

Frågeställning och syfte Syftet med studien är att synliggöra hur företag arbetar för att främja intraprenörskapet hos sina medarbetare, med två tillhörande problemformuleringar. Vilka faktorer är avgörande för att främja intraprenörskapet inom IT-branschen? Hur påverkar idégenerering, ledarskap och kultur intraprenörskap?   Teori Det teoretiska kapitlet är uppbyggt efter intraprenörskap, idégenerering, ledarskap och kultur vilket utgör grunden för studien.   Metod Denna studie har inriktat sig mot en kvalitativ metod med ett deduktivt synsätt, som inneburit semi-strukturerade intervjuer med fem ledande befattningshavare inom IT-branschen.   Resultat Det som framkommit av studien är att vissa aspekter har en avgörande roll för intraprenörskapet. Medarbetarna måste först och främst vara förändringsbenägna, dessutom ska det finnas möjlighet för medarbetarna att framföra kreativa idéer som hanteras internt på företaget. Detta ska med fördel genomföras med ett delegerande ledarskap. Slutligen ska företagskulturen vara öppen och det ska föras en kontinuerlig diskussion kring förändringar och möjligheter mellan medarbetare och ledare. / Purpose and problem formulations The purpose of this study has been to demonstrate the way in which companies work to promote intrapreneurship amongst their employees. We focused on two related problem formulations to conduct this study. The first being factors that are crucial for promoting intrapreneurship in the IT-Industry, and the second being how idea generation, leadership, and culture affect intrapreneurship.   Theory The purpose, and basis, for this study is idea generation, leadership, and culture, which formed the theoretical chapter.   Method This study focused on qualitative research with a deductive approach. Included in the study are five semi-structured interviews with various senior executives in the IT-industry.   Result The result of the study found that certain aspects play a crucial role for the intrapreneur. Employees must first and foremost be change-oriented. In addition there should be opportunities for employees to come up with creative ideas that are managed internally at the company. This should be done with delegated leadership. Finally, the corporate culture must be open, as this will harbor an environment for discussion in both change and opportunity between employees and their leaders.