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

Author

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  • Ali Moghadamzadeh

    (Department of Curriculum Development & Instruction Methods, Faculty of Psychology and Educational Sciences, University of Tehran, Tehran 141556311, Iran)

  • Pejman Ebrahimi

    (Doctoral School of Management and Business Administration, Szent Istvan University, 2100 Budapest, Hungary)

  • Soodabeh Radfard

    (Department of Business Management, Faculty of Management, University of Tehran, Tehran 141556311, Iran)

  • Aidin Salamzadeh

    (Department of Business Management, Faculty of Management, University of Tehran, Tehran 141556311, Iran)

  • Datis Khajeheian

    (Department of Business Management, Faculty of Management, University of Tehran, Tehran 141556311, Iran)

Abstract

The emergence of social media platforms as the main representatives of Web 3.0 applications significantly impacts the co-creation activities among enterprises, customers, and other stakeholders, and has enabled firms to benefit from creativity and ideas of their users and customers for developing and rendering innovative services. This study aims to investigate how the co-creation activities of users on social media platforms have an effect on the enterprises’ innovative services. For this purpose, the authors surveyed customers of innovative services who used social media platforms to meet their needs from the enterprises that innovatively offer such services. An online questionnaire was designed and distributed among the sample of customers, and 505 completed questionnaires were analyzed following the PLS-SEM approach. The findings revealed that customer citizenship behavior and customer participation behavior on social media platforms positively affect the rendering of innovative services. Findings also highlighted that an increase in social co-creation activities, as moderator, positively affects customer citizenship behavior on service innovativeness, and negatively affects customer participation behavior on service innovativeness. The findings of this research could be useful for entrepreneurs and managers of the enterprises that offer innovative services to efficiently use social media tools to benefit from the customers’ co-creation activities and to perform more competitively and sustainably in a hostile business environment.

Suggested Citation

  • Ali Moghadamzadeh & Pejman Ebrahimi & Soodabeh Radfard & Aidin Salamzadeh & Datis Khajeheian, 2020. "Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services," Sustainability, MDPI, vol. 12(17), pages 1-20, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6926-:d:404177
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    3. Emmanuel Bruce & Zhao Shurong & Sulemana Bankuoru Egala & John Amoah & Du Ying & Huang Rui & Tai Lyu, 2022. "Social Media Usage and SME Firms’ Sustainability: An Introspective Analysis from Ghana," Sustainability, MDPI, vol. 14(15), pages 1-17, August.
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    5. Pejman Ebrahimi & Khadija Aya Hamza & Eva Gorgenyi-Hegyes & Hadi Zarea & Maria Fekete-Farkas, 2021. "Consumer Knowledge Sharing Behavior and Consumer Purchase Behavior: Evidence from E-Commerce and Online Retail in Hungary," Sustainability, MDPI, vol. 13(18), pages 1-20, September.
    6. Bu, Yi & Parkinson, Joy & Thaichon, Park, 2022. "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    7. Sandra Misiak-Kwit & Małgorzata Wiścicka-Fernando & Kelaniyage Shihan Dilruk Fernando, 2021. "The Symbiotic Mutualism between Co-Creation and Entrepreneurship," Sustainability, MDPI, vol. 13(11), pages 1-12, June.
    8. Konrad Biercewicz & Malgorzata Wiscicka-Fernando, 2023. "Customers' Emotions and Openness to Product Co-Creation: An Empirical Analysis Based on EEG Data," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 49-69.
    9. Sadeen Ghafoor & Weidong Huo & Man Wang & Yunjiang Geng & Muhammad Zulfiqar & Muhammad Usman Yousaf, 2024. "Unique types and innovation input of family firm CEOs: moderating role of managerial ability in Chinese listed firms," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    10. Lina Ma & Wanying Zhao & Longzhu Dong & Yushen Du, 2023. "Platforms Competition: An Ecosystem-View Analysis Based on Evolutionary Game Theory," SAGE Open, , vol. 13(4), pages 21582440231, December.

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