Customer co-creation through social media: The case of ‘Crash the Pepsi IPL 2015’

Yadav, Mayank; Kamboj, Shampy; Rahman, Zillur

doi:10.1057/dddmp.2016.4

Cited by 33 publications

(32 citation statements)

References 46 publications

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“…These are: how cocreation influences customers' perceptions of the brand, the neglect, and the importance of brand knowledge as a consequence of co-creation (Brodie et al, 2006). A few practical examples of branding co-creation in India and in an international context are: Tanishq (Sarmah and Rahman, 2017), Pepsi (Yadav et al, 2016), Coca-Cola, and Heineken (www.innovationmanagement).…”

Section: Brand Trust Brand Loyalty and Branding Co-creationmentioning

confidence: 99%

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

Kamboj

Sarmah

Gupta

et al. 2018

International Journal of Information Management

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468

282

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This paper examines the antecedents of branding co-creation that include social networking sites'(SNSs) participation motivations,customer participation, brand trust and brand loyalty in social media brand communities by applying the "Stimulus-Organism-Response paradigm". The survey method was used to gather data from 407 social media users. Data were analysed using structural equation modelling techniques. The findings reveal that SNSs' participation motivations positively influence customer participation, which in turn significantly affects brand trust and brand loyalty. Consequently, both brand trust and brand loyalty positively influence branding cocreation in brand communities on social media. Furthermore, brand trust contributes as a mediator between customer participation and brand loyalty on social media brand communities. Although studies on relationships examined through the lens of the Stimulus-Organism-Response paradigm are popular, to the authors' surprise there is scant literature examining the relationships between SNSs' participation motivations, customer participation in social media brand communities, brand trust, brand loyalty and branding co-creation.

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Section: Brand Trust Brand Loyalty and Branding Co-creationmentioning

confidence: 99%

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

Kamboj

Sarmah

Gupta

et al. 2018

International Journal of Information Management

Self Cite

468

282

View full text Add to dashboard Cite

show abstract

“…According to this theory, both firms and costumers interact with each other on online platforms to reap a number of rewards and benefits. While firms benefit from creative ideas and insight into costumer’s preferences; customers do so to obtain monetary and non-monetary benefits (Yadav et al , 2016).…”

Section: Thematic Analysismentioning

confidence: 99%

Value co-creation and social media

Rashid

Waseem

Akbar

et al. 2019

EBR

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Purpose The purpose of this paper is to deliver a summary of the influential work regarding value co-creation in the context of social media. Although, research on the role of social media in co-creation and new product development is growing field; the extant literature is still in developing stage, which needs systematization and categorization to comprehend its current stage and previous research. Design/methodology/approach For this purpose, existing literature on social media and co-creation was studied. Initially, a citation analysis was conducted of influential papers correlated with the topic to identify three streams of research. Later, thematic analysis was carried out to explore specific themes within these categories. Findings Through citation analysis three research streams namely customer’s co-creation on new product development, firm specific capabilities for knowledge sharing, absorption and processing and new opportunities were identified. Later, total four categories were identified through thematic analysis which contains different sub-themes such as test of theories, proposed theoretical frameworks, lead users characteristics, customer’s motivation and experience regarding co-creation, online communities of customers and open innovation. Research limitations/implications This study also categorizes and systemizes the extant literature exploring role of social media in value co-creation. Such systematic review of the extant literature will help the academicians to understand the previous stream of work and pursue a particular line of enquiry in furthering the understanding of interaction between social media and co-innovation. Practical implications This work is particularly useful for practitioners as more firms are moving the business online. These firms are actively using social media and user-generated content to gain insight into customer’s preferences. By increasing the participation of customers and lead users through online communities, firms can also increase customer’s commitment. Originality/value The paper adds to the extant literature by identifying research streams and themes in the extant literature on the role of social media in value co-creation. Later, these themes are abductively linked to develop a theoretical framework.

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“…According to Yadav et al (2016), a few reasons why customers co-create include customizing their products, accessing services, gaining prestige in the community, money rewards, and enjoyment. Cheung & To (2016) argue that when consumers develop a stronger intention to co-create, they lend impetus to the co-creation process by sharing information and knowledge or providing feedback on service innovation, thus increasing the level or degree of customer co-creation.…”

Section: Ecotourism Consumers Co-creating Their Experiencesmentioning

confidence: 99%

“…Along similar lines, Füller (2010) observes that reward-oriented consumers are highly motivated to participate in virtual co-creation, and incentives can encourage consumers to make more and better contributions or attract others with an interest. Moreover, he finds that businesses tend to offer prizes and rewards only to those customers who present the best innovative ideas (Yadav et al, 2016). In general, money rewards are included in co-creation projects in virtual environments.…”

Section: Antecedents and Dimensions Of Vcc In Ecotourismmentioning

confidence: 99%

Value Co-Creation in Ecotourism: Finding Solutions in a Digital Era

Hernández‐López

Barrio‐García

2018

JOB

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This study aims to identify the main actors in the ecotourism online value co-creation ecosystem. With the ever-increasing demand to which the ecotourism sector has been subject in recent years, there is a need for business models featuring interactive tools that allow ecotourists to participate and co-create their own experiences. Not only will ecotourism businesses and ecotourists participate in this process, but so too will several other stakeholders, becoming key actors in the co-creation of value. Ecotourism, being of a hedonic and experiential nature, requires strategies that are geared towards enjoyment of the joint value co-creation experience. With this finality, we present some factors, such as motivation, that are necessary for the ecotourist's value co-creation, as well as various other aspects that influence their behavior. Our expectation is that value co-creation will have a positive effect on the behavior and experiences of tourists when it comes to developing ecotourism products and services. Specifically, we expect that the implementation of a co-creation strategy will lead to greater satisfaction and loyalty. Accordingly, drawing on the existing literature, we present a theoretical proposal of the antecedents and consequents that affect and enable online value co-creation by ecotourists.

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Customer co-creation through social media: The case of ‘Crash the Pepsi IPL 2015’

Cited by 33 publications

References 46 publications

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

Value co-creation and social media

Value Co-Creation in Ecotourism: Finding Solutions in a Digital Era

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