What is it about?
Social media is a major channel through which consumers interact with firms an other consumers. This paper examines what drive consumers to co-create in social media using the extended Theory of Planned Behavior.
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Why is it important?
Marketers and researchers would like to know, "What and when are consumers motivated to co-create in social media?" Knowing the answers of this research will broaden our understanding and figure out how to develop a better ecosystem in social media. The paper contributes to enriching the co-creation literature by highlighting the salient moderating role of consumer involvement in the link between perceived usefulness and attitudes toward co-creation in social media. Together with subjective norm and perceived control, attitudes toward co-creation in social media affects intention to co-create and actual co-creation behavior.
Read the Original
This page is a summary of: Service co-creation in social media: An extension of the theory of planned behavior, Computers in Human Behavior, December 2016, Elsevier, DOI: 10.1016/j.chb.2016.08.031.
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