Abstract
The present study develops a model to investigate how social influence can motivate customers towards their involvement in social co-creation. It also investigates how customers’ co-creation factor...
Highlights
Social co-creation enables the ability of social media (SM) professionals to embrace customers to use SM and to participate in co-creation activities (Kang, 2014)
The average variance extracted (AVE) value of all items was greater than the Maximum Shared Variance (MSV) and the discriminant validity was acceptable (Table 3)
The main finding of this study demonstrated that social influence positively affects on behavioural intention in the social co-creation as voluntary environment but this happens only indirectly; despite the fact that social influence does not affect intention behaviour in a voluntary environment (Venkatesh et al, 2003)
Summary
Social co-creation enables the ability of social media (SM) professionals to embrace customers to use SM and to participate in co-creation activities (Kang, 2014). Social co-creation differs from social commerce in terms of customer roles. SM enables firms to attract large numbers of customers in terms of a firm’s relationship with its customers because it has become a part of millions of people’s online activities that enhance their sense of community (Guy et al, 2010). Firms such as Microsoft allow their customers to invite friends to co-operate in their social creation process Firms such as Microsoft allow their customers to invite friends to co-operate in their social creation process (H. Zhang et al, 2015)
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