Introduction to the special issue: Harnessing the power of brand and co-created innovation

Uncles, Mark; Ngo, Liem Viet

doi:10.1057/s41262-017-0052-6

Cited by 9 publications

(6 citation statements)

References 7 publications

(8 reference statements)

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“…Brands globally are making substantial investments in social media brand communities to better engage with their customers to identify and facilitate co-created innovation opportunities (Kao et al, 2016;Hamilton et al, 2016;Uncles and Ngo, 2017). Studies across service environments indicate that an engaged customer actively participates in idea generation and collaborative behaviours such as sharing knowledge, ideas and preference information to support the brand (Alexander and Jaakkola, 2016;Gruner et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

Customer engagement behaviours in social media: capturing innovation opportunities

Carlson

Rahman

Voola

et al. 2018

JSM

249

196

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Purpose-Social media brand pages have become instrumental in enabling customers to voluntarily participate in providing feedback/ideas for improvement and collaboration with others that contribute to the innovation effort of brands. However, research on mechanisms which harness these specific customer engagement behaviours (CEB) in branded social media platforms is limited. Based on the stimulus-organism-response paradigm, this study investigates how specific online-service design characteristics in social media brand pages induce customer-perceived value perceptions, which in turn, stimulate feedback and collaboration intentions with customers. Design/methodology/approach-Data collected from 654 US consumers of brand pages on Facebook were used to empirically test the proposed framework via structural equation modelling. Findings-The theoretical framework found support for most hypothesized relationships showing how online-service design characteristics induce an identified set of customer value perceptions that influence customer feedback and collaboration intentions. Research limitations/implications-The sample is restricted to customer evaluations of brand pages on Facebook in the USA. Practitioners are advised to maximize online-service design characteristics of content quality, brand page interactivity, sociability and customer contact quality as stimulants that induce brand learning value, entitativity value and hedonic value. This then translates to customer feedback and collaboration intentions towards the brand page. Originality/value-The findings have important implications for the design and optimization of online services in the customer engagementinnovation interface to harness CEBs for innovation performance.

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Section: Introductionmentioning

confidence: 99%

Customer engagement behaviours in social media: capturing innovation opportunities

Carlson

Rahman

Voola

et al. 2018

JSM

249

196

View full text Add to dashboard Cite

show abstract

“…The SI illuminates the need for brand and co-created innovation in the digital era (Uncles and Ngo 2017). It opens with consideration of a co-creation continuum within branding from a managerial perspective (Ind et al 2017), with findings indicating most brands currently tend to use co-creation as a tactical market research tool.…”

Section: Special Issue: Harnessing the Power Of Brand And Co-created mentioning

confidence: 96%

Journal of Brand Management: year end review 2017

Powell

2017

J Brand Manag

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A review and reflection on key topics plus identification of future research avenues from within the Journal of Brand Management during 2017 that included a special issue focused on the theme of (1) brand and cocreated innovation. Six additional themes within the Volume include: (2) online and digital branding, (3) luxury branding, (4) brand personality, (5) brand experience, (6) brand equity and (7) corporate identity and branding.

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“…Many global companies are highly investing in social media to better engage with their customers to identify and facilitate opportunities for co-created innovation (Hamilton et al, 2016;Uncles and Ngo, 2017;Behnam et al, 2021). Studies across service environments indicate that an engaged customer actively participates in idea generation and collaborative behaviours such as sharing knowledge, ideas and information on preferences to support the brand (Gruner et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers

Baima

Santoro

Pellicelli

et al. 2022

IMR

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PurposeThe increasing adoption of digital technologies such as social media have changed the way consumers share knowledge about products and services among each other. The aim of this paper is to test what factors drive customers to share knowledge about products and services on social media pages.Design/methodology/approachA quantitative survey design was employed for this study. Empirical data were drawn from 358 consumers in Italy, using a purposive sampling technique. The hypothesised relationships were tested using ordinary least squares regression modelling.FindingsThe results of this study reveal that the usage frequency of online reviews (UFORs), social bonds (SBs), subjective happiness (SH) and reciprocity positively impact on customer knowledge sharing (CKS). By contrast, the perceived usefulness of online reviews (PUORs), helping others, customer susceptibility to interpersonal influence (CSII) and informational (INFO) do not impact CKS.Originality/valueTo the best of the authors' knowledge, this study is amongst the first to empirically test the antecedents of knowledge-sharing behaviours about products and services on online social media. The present work offers relevant implications for theory. First, the work enriches the customer knowledge management (CKM) theory by providing empirical evidence on factors leading to the higher sharing of knowledge amongst customers. Second, the work adds to the literature on social media, demonstrating the individual determinants on knowledge-sharing behaviours about products and services in online communities. Practically speaking, this paper identifies some key elements driving CKS in social media conversations. Thus, building upon the findings of this study, the authors provide some guidelines for social media managers and retailers for promoting CKS on social media pages.

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Introduction to the special issue: Harnessing the power of brand and co-created innovation

Cited by 9 publications

References 7 publications

Customer engagement behaviours in social media: capturing innovation opportunities

Customer engagement behaviours in social media: capturing innovation opportunities

Journal of Brand Management: year end review 2017

Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers

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