Does Social Media Intelligence and Artificial Intelligence, influence strategic decision-making and collaborative effectiveness in Latin American organizations.
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Abstract
Three interconnected research papers that collectively enhance our
comprehension of the mechanisms by which digital intelligence tools, specifically Social Media
Intelligence (SMI) and Artificial Intelligence (AI), influence strategic decision-making and
collaborative effectiveness in Latin American organizations. Each paper examines a unique aspect
of this more extensive investigation. However, they collectively constitute a cohesive trilogy that: (i)
delineates the boundaries of senior management's confidence in SMI, (ii) reveals Biological sexbased
disparities in the manner in which SMI is translated into decisions and performance, and (iii)
illustrates the critical role of explicit digital strategy in leveraging AI and SMI to enhance decision
quality and teamwork.
Abstract
Social media has been recognized as an essential tool for developing cultural understanding, a
critical variable for today's businesses to understand. The depth and importance of senior
management across corporations to be used as a source to drive the business and develop the right
business questions have yet to be fully explored. New data sources are needed to address emerging
trends, cultural or category understanding, or to fuel business understanding. Social Media
Intelligence (SMI), a technique for gathering and studying data from user-generated material posted
on online platforms like X, blogs, and websites, has arisen as a supplement or even a replacement
for more conventional data sources. As social media streams grow, it becomes relevant to
understand how senior managers perceive this type of data as trustworthy for making better or more
agile corporate decisions. Although SMI usage has grown in popularity over the past ten years, our
findings indicate it is still emerging. A quantitative study demonstrates how SMI offers new potential
for managers to improve their everyday decisions in many ways. However, it is still not perceived as
a trustworthy source of information in Latin America.
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