Customer–customer value co-creation in social media: conceptualization and antecedents

Sustainable Value Co-Creation in the Virtual Community: How Diversified Co-Creation Experience Affects Co-Creation Intention

“…Studies have confirmed that the three core elements of the TPB (i.e., attitude toward co-creation, external subjective norms and perceived behavioral control) predict co-creation intention in online games [ 35 , 46 ]. Consistent with these expectations, the path coefficients from personal attitude and creative self-efficacy to co-creation intention were statistically significant, as shown by the path coefficients of 0.305 ( p < 0.001) and 0.373 ( p < 0.001).…”

“…The TPB model predicts different types of intentions. To explain co-creation intention, its elements have been modified to include conditions such as participation [ 45 ], involvement [ 35 ] and past co-creation behavior [ 46 ]. These interactive experiences enhance one’s ability to create “knowledge corridors” and discover opportunities [ 47 , 48 , 49 ], potentially exerting a strong impact on one’s decisions and behavior.…”

“…The three elements of the TPB model, namely personal attitude toward co-creation, subjective norms and perceived behavioral control, all have positive impacts on co-creation intention [ 35 , 46 ]. When an individual first develops a favorable attitude toward co-creation, the intention of co-creation will become stronger [ 35 ].…”

The Sharing Economy: A Marketing Perspective

“…a mass market for producers and a right to access for consumers). To a large degree, the sharing economy also adds to the technology aspects of marketing (Chylinski et al, 2020; Esmaeili et al, 2019; Filho et al, 2020; Gupta et al, 2019; Lim, 2018b, 2018c; Moriuchi et al, 2020; Smith, 2020; Taghizadeh et al, 2019; Taillon and Huhmann, 2019; Taylor et al, 2020; Zadeh et al, 2019; Zare et al, 2019), by providing an understanding of how technology can be used to democratise and facilitate the production and consumption of sharing practices. More important, the sharing economy extends marketing thought in the co-creation and co-innovation branch of the marketing literature (Abdul-Ghani et al, 2019; Crick, 2020; Fernandes and Remelhe, 2016; Mostafa, 2016; Whalen and Akaka, 2016), by helping marketers understand how producers and consumers can collectively innovate, create value, and engage in sustainable marketing exchanges in a profitable but inclusive way.…”

“…More important, the sharing economy extends marketing thought in the co-creation and co-innovation branch of the marketing literature (Abdul-Ghani et al, 2019; Crick, 2020; Fernandes and Remelhe, 2016; Mostafa, 2016; Whalen and Akaka, 2016), by helping marketers understand how producers and consumers can collectively innovate, create value, and engage in sustainable marketing exchanges in a profitable but inclusive way. Thus, the sharing economy holds great promise for advancing understanding of co-creation and co-innovation interactions between the marketing organisation and its customers in for-profit and non-profit and developing and developed economy settings (Esmaeili et al, 2019; Lim et al, 2019b; London and Hart, 2004; Prahalad, 2005; Zadeh et al, 2019; Zare et al, 2019).…”