This article explores the nexus between social media analytics (SMA), intraorganizational communication (IOC), decision effectiveness, and service innovation, and the moderating and mediating roles of IOC and decision effectiveness were scrutinized. We obtained data from digital content managers in Egyptian media institutions. Results delineate that SMA capabilities positively influence media institutions’ decision effectiveness and service innovation. Decision effectiveness serves as a driving force for service innovation, mediating the relationship between SMA capabilities and service innovation. IOC did not amplify the effect of SMA capabilities on decision effectiveness within the Egyptian media context. Implications for theory and practice are offered.
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