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.
Featured Image
Photo by William Iven on Unsplash
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.
Perspectives
This paper uses customer-dominant logic to explore what drive consumers to co-create in social media. This logic is important because consumers are at the focal point.
Professor W.M. To
Macao Polytechnic University
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.
You can read the full text:
Contributors
The following have contributed to this page
