Journal of Emerging Trends in Economics and Management Sciences: Home

Article Title:
The Relationship between Advertising Knowledge Management and Internal Social Media in Egypt: The Case of Leap
by Tarek A. El Badawy and Rita Zakarian

Abstract:
The importance of knowledge management has recently been well recognized in organizations. This study examines the need to develop knowledge management in advertising agencies. Knowledge needs to be shared among employees in advertising agencies. To this end, internal social media can contribute to the development of advertising knowledge management. The purpose of this paper is to analyze how internal social media can be used to improve advertising knowledge management in advertising agencies in Egypt. The paper uses a combination of academic resources and a qualitative case study of the Egyptian below the line advertising agency ?Leap?. Leap is worth studying because of its fast growing feature in the Egyptian market. The paper assesses the agency?s need for internal social media usage for developing advertising knowledge management by generating a one month trial of using ?Yammer? as internal social media. Data is retrieved from interviews and academic journals. The research findings indicate that internal social media can be used for improving advertising knowledge management in advertising agencies. The lessons gleaned from the case study suggest that 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 represents one of the earliest works that analyzes the use of internal social media for advertising knowledge management in advertising agencies in Egypt. The paper is considered a valuable contribution to the advertising industry in Egypt by recommending the use of internal social media to improve advertising knowledge management mainly creativity. The use of Yammer as internal social media is expected to be a useful tool for knowledge sharing in advertising agencies.

Keywords: advertising knowledge management, internal social media, enterprise social network, below the line, above the line.

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