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.
Highlights
The importance of co-creation activities in advance of innovation in different types of firms has been highlighted in many research studies [1,2,3,4,5,6,7,8,9,10,11,12,13,14]
In order to examine the predictability of the model, the Q2 index—including construct cross-validated redundancy (CC-Red) and construct cross-validated communality (CC-Com)—was used, which should be closer to 1 [106,110,111]
The Akaike information criterion (AIC), Bayesian information criterion (BIC), and Hannan–Quinn information criterion (HQ) indices were highly negative, which showed the fitness of Sthusetaminaobdilietly.2020, 12, x FOR PEER REVIEW
Summary
The importance of co-creation activities in advance of innovation in different types of firms has been highlighted in many research studies [1,2,3,4,5,6,7,8,9,10,11,12,13,14]. Due to the benefits of co-creation activities, marketing departments of the firms are paying more attention to interacting with customers [26]. For the firms that appreciate value co-creation activities, the customer is not merely an external agent, and an internal agent and a critical partner of the firm [30,31]. This is how firms obtain competitive advantage and absorb customer ideas in order to develop new products and services [32,33,34,35,36]. They considered customer engagement as key to improving these two
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