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How the Structures Provided by Social Media Enable Collaborative Outcomes: A Study of Service Co-creation in Nonprofits

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  • Fatuma Namisango

    (University of Technology Sydney, FEIT
    Makerere University Business School)

  • Kyeong Kang

    (University of Technology Sydney, FEIT)

  • Ghassan Beydoun

    (University of Technology Sydney, FEIT)

Abstract

This paper explains how social media drives organization-public collaborative outcomes such as social media-enabled service co-creation in non-profit organizations (nonprofits). We assume a technology affordances perspective to identify social media structures enacted through discovering functional affordances, managing constraints through privacy preferences, and constructing meaning and values, We explain how these structures relate to service co-creation. We surveyed 73 nonprofits on social media and collected 289 usable responses. We apply structural equation modeling to analyze the data. Our findings suggest that symbolic constructed meaning and values together with the organization’s privacy preferences on social media are positively related to socialization, visibility, and information sharing affordances. Unlike information sharing, socialization and visibility affordances are, in turn, positively related to service co-creation. This study advances our theoretical understanding of how social technology structures produce collaborative outcomes and offers practical insights into the cumulative value of social media.

Suggested Citation

  • Fatuma Namisango & Kyeong Kang & Ghassan Beydoun, 2022. "How the Structures Provided by Social Media Enable Collaborative Outcomes: A Study of Service Co-creation in Nonprofits," Information Systems Frontiers, Springer, vol. 24(2), pages 517-535, April.
    • Handle: RePEc:spr:infosf:v:24:y:2022:i:2:d:10.1007_s10796-020-10090-9
    DOI: 10.1007/s10796-020-10090-9
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    Cited by:

    1. Jithesh Arayankalam & Satish Krishnan, 2023. "ICT-Based Country-Level Determinants of Social Media Diffusion," Information Systems Frontiers, Springer, vol. 25(5), pages 1881-1902, October.
    2. Jinpeng Wu & Jing Xiong, 2022. "How Governance Tools Facilitate Citizen Co-Production Behavior in Urban Community Micro-Regeneration: Evidence from Shanghai," Land, MDPI, vol. 11(8), pages 1-18, August.

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