期刊名称：Journal of Emerging Trends in Economics and Management Sciences
电子版ISSN：2141-7024
出版年度：2014
卷号：5
期号：3
页码：336-342
出版社：Scholarlink Resource Centre
摘要：The importance of knowledge management has recently been well recognized in organizations. This studyexamines the need to develop knowledge management in advertising agencies. Knowledge needs to be sharedamong employees in advertising agencies. To this end, internal social media can contribute to the developmentof advertising knowledge management. The purpose of this paper is to analyze how internal social media can beused to improve advertising knowledge management in advertising agencies in Egypt. The paper uses acombination of academic resources and a qualitative case study of the Egyptian below the line advertisingagency “Leap”. Leap is worth studying because of its fast growing feature in the Egyptian market. The paperassesses the agency’s need for internal social media usage for developing advertising knowledge managementby generating a one month trial of using “Yammer” as internal social media. Data is retrieved from interviewsand academic journals. The research findings indicate that internal social media can be used for improvingadvertising knowledge management in advertising agencies. The lessons gleaned from the case study suggestthat generic advertising knowledge bank for creative ideas can be created using internal social media“Yammer”. The scope of the paper is limited by the window of the data collection period. This paper representsone of the earliest works that analyzes the use of internal social media for advertising knowledge management inadvertising agencies in Egypt. The paper is considered a valuable contribution to the advertising industry inEgypt by recommending the use of internal social media to improve advertising knowledge management mainlycreativity. The use of Yammer as internal social media is expected to be a useful tool for knowledge sharing inadvertising agencies.
关键词：advertising knowledge management ; internal social media; enterprise social network; below the;line; above the line.
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