Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services

Moghadamzadeh, Ali; Ebrahimi, Pejman; Radfard, Soodabeh; Salamzadeh, Aidin; Khajeheian, Datis

doi:10.3390/su12176926

Cited by 48 publications

(39 citation statements)

References 113 publications

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“…The reliability of questionnaire evaluated and confirmed by Cronbach's alpha, Dillon-Goldstein's rho and Composite reliability (CR). Some researchers suggest 0.7 and above as the favourable point for these indices (Rosseel, 2012;Moghadamzadeh et al, 2020;Janavi et al, 2021).…”

Section: Analysis and Resultsmentioning

confidence: 99%

The effect of internal branding on organisational financial performance and brand loyalty: mediating role of psychological empowerment

Soleimani

Dana

Salamzadeh

et al. 2022

JABES

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PurposeThis study explores the effect of internal branding on organisational financial performance and brand loyalty with the mediating role of psychological empowerment.Design/methodology/approachThe data gathered from 200 Pasargad insurance employees in Iran were analysed. Structural Equation Modelling and R were used to evaluate the model. Financial performance was measured by four Concepts (ROI, ROE, Sales growth, ROA) based on available data from March 2010 to March 2020.FindingsThe results revealed that internal branding and psychological empowerment have no significant effect on financial performance, but both have a significant positive effect on brand loyalty. Likewise, the mediating role of psychological empowerment on the subject of the impact of internal branding on brand loyalty was confirmed. Furthermore, psychological empowerment did not play a mediating role in the impact of internal branding on financial performance.Research limitations/implicationsThe findings of this study could be important for managers of organisations active in the insurance industry to highlight internal branding and enhance psychological empowerment and employee brand loyalty. Moreover, managers' perception of the effective role of psychological empowerment to enhance employee brand loyalty is another practical aspect of this research.Originality/valueConsidering the mediating role of psychological empowerment to the effect of internal branding on financial performance and brand loyalty is an innovative aspect of the present study. Meanwhile, the use of R software for VB-SEM was another point to surge the value of this paper.

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Section: Analysis and Resultsmentioning

confidence: 99%

The effect of internal branding on organisational financial performance and brand loyalty: mediating role of psychological empowerment

Soleimani

Dana

Salamzadeh

et al. 2022

JABES

Self Cite

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“…Accordingly, an established scale of measurement was used for all research variables, in which all items were scored based on a five-point Likert scale (1= strongly disagree to 5 = strongly agree). CKSB was determined through a four-item scale adapted from Hsu et al [87], and CB was based on a six-item scale designed by Moghadamzadeh et al [70]. For PB, a seven-item scale was used adapted from Moghadamzadeh et al [70].…”

Section: Methodsmentioning

confidence: 99%

“…CKSB was determined through a four-item scale adapted from Hsu et al [87], and CB was based on a six-item scale designed by Moghadamzadeh et al [70]. For PB, a seven-item scale was used adapted from Moghadamzadeh et al [70]. Lastly, CPB was based on a threeitem scale developed by Kumar et al [26] and Ghahtarani et al [6].…”

Section: Methodsmentioning

confidence: 99%

“…For service-based firms, consumers can be a substitute to employees to perform some tasks and activities that are beneficial for firms [69]. Moghadamzadeh et al [70] confirm that CB and CPB on social media platforms can help companies render innovative services. CB can comprise of a retailer's service recommendation to others and consumers' further assistance [69].…”

Section: Value Co-creation Behavior and Cpbmentioning

confidence: 99%

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Consumer Knowledge Sharing Behavior and Consumer Purchase Behavior: Evidence from E-Commerce and Online Retail in Hungary

et al. 2021

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The twenty-first century has been full of fundamental changes in consumers’ behavior patterns, especially with the use of diverse social media knowledge-sharing platforms. Therefore, companies have highlighted the significance of knowledge sharing and the importance of social network use in purchasing processes. Accordingly, his paper tries to reveal how consumer purchase behavior (CPB) can be affected by consumer knowledge sharing behavior (CKSB) and the moderating role played by value co-creation dimensions, which are citizenship behavior (CB) and participation behavior (PB), within a sustainable e-commerce field. To test our hypotheses deducted from the literature review, we opted for the PLS-SEM method. We also employed other innovative approaches, such as the IPMA matrix, MAICOM test, FIMIX approach, and CTA analysis, to evaluate the outer and inner model. Our statistical population covered individuals living in Hungary with at least one online purchase involvement. We distributed the questionnaire via various online platforms and, finally, 433 completed questionnaires were prepared for analysis. The results showed that CPB, CB, and PB are positively influenced by the CKSB. However, the link between CPB and CB was not confirmed. As for the moderating role of gender, the permutation test was applied to compare male and female groups and see the difference between them. With a focus on CKSB, this study contributes to the success of international marketing strategies to attain higher competitive advantages.

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“…When observing companies' activities, it becomes noticeable that increasingly more enterprises concentrate not only on implementing entrepreneurial strategies but also on openness, which means that an enterprise creates value for all of its stakeholders (including its customers) by engaging them in all of its activities [15]. This has a significant impact on the values presented by an enterprise, so that the values correspond to stakeholders' interests [16][17][18][19].…”

Section: Introductionmentioning

confidence: 99%

The Symbiotic Mutualism between Co-Creation and Entrepreneurship

Misiak-Kwit

Wiścicka-Fernando

Fernando³

2021

Sustainability

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In this manuscript, the authors aim to explore firstly the association between entrepreneurial mindset and co-creation experience, secondly the association between co-creation experience and entrepreneurial intentions, and thirdly the association between entrepreneurial mindset and entrepreneurial intentions within the sustainability context. In this paper, the authors present the results of the pilot study. Primary data were collected from 500 university students from China, Georgia, Poland, Romania, and Sri Lanka by using a convenient sampling technique, and a literature review was the primary method of the concept development. The authors selected the above-mentioned countries to collect primary data by using a convenient sampling technique based on accessibility; they also visited all analysed countries in order to conduct the pilot survey personally. Descriptive statistics and the Spearman’s rank correlation coefficient were applied as primary statistical methods. The findings reveal that there is a very strong association between co-creation experience and entrepreneurial intentions, a very weak negative association between entrepreneurial mindset and co-creation experience, and, surprisingly, a weak association between entrepreneurial mindset and entrepreneurial intentions. The added value of the conducted pilot research involves filling in a gap regarding the relationship between experience and the subjective norm. In the presented pilot research, co-creation experience was compared with not only entrepreneurial mindset but with entrepreneurial intentions as well. An additional value of this exploratory research is compiling an international comparison. The main contribution of this pilot study is examining the symbiotic mutualism between co-creation and entrepreneurship. Among many platforms of associations, the following can be differentiated: creativity, innovativeness, openness, engagement, awareness, motivation, trust (level of social capital), and recognizing the significance of social and sustainable development objectives. Due to the small sample size, the results cannot be generalised. Results refer only to the respondents. However, the findings of the pilot study are the basis for further research studies on symbiotic mutualism between entrepreneurship and co-creation.

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Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services

Cited by 48 publications

References 113 publications

The effect of internal branding on organisational financial performance and brand loyalty: mediating role of psychological empowerment

The effect of internal branding on organisational financial performance and brand loyalty: mediating role of psychological empowerment

Consumer Knowledge Sharing Behavior and Consumer Purchase Behavior: Evidence from E-Commerce and Online Retail in Hungary

The Symbiotic Mutualism between Co-Creation and Entrepreneurship

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