Abstract
This article describes how social media in the business world today has been one of the major trends that highly affects business transactions worldwide. Existing literature focused on how businesses can leverage social media to better interact with their customers, and how to use of social media by companies to drive innovation. However, not mush had been done to examine how B2C high-tech start-ups utilise innovation through social media to improve business performance. As such, this article attempts to fill a research gap that examines the extent of social media usage by B2C high-tech start-ups in London to drive innovation and hence improve their performance and business outcomes. Due to the complexity of innovation as a concept, qualitative research was chosen as an appropriate method to understand the view of high-tech start-ups on the matter using semi-structured interviews.