VALUE CO-CREATION THROUGH SOCIAL MEDIA: A CASE STUDY OF A START-UP COMPANY

Junic Kim,Hwanho Choi

doi:10.3846/jbem.2019.6262

Junic Kim, Hwanho Choi

Open Access

https://doi.org/10.3846/jbem.2019.6262

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Abstract

This research examines social media users’ value-creation processes and the drivers of a start-up company’s successful social media strategy. This research primarily aims to understand start-ups’ effective utilization of social media and value co-creation processes. Although utilizing social media has become key for many organizations, start-ups and small businesses often suffer from a lack of understanding and knowledge of the utilization of social media tools. Therefore, this article uses a case study on the relationship between a social media platform and users’ value co-creation to offer a conceptual framework for start-ups to consider in utilizing social media. Our research reveals that four core drivers of social media success include experience, satisfaction, expression, and sharing ability. Each of these drivers in turn contains conditions for understanding users’ value-creation process and the creation of drivers for successful social media strategies. The research contributes to literature by providing a detailed review of users’ value co-creation as a part of a start-up’s successful social media strategy.

Highlights

A rapidly growing trend in today’s business environment is the prominence of social media, which has affected both marketing and innovation strategies (Hollebeek, Glynn, & Brodie, 2014)
Our research is distinct and differs from previous studies − which focus on where value co-creation occurs in Web 2.0 − in the following three ways: First, while most preceding social media studies either directly or indirectly focus on challenges and market opportunities in social media (Kaplan & Haenlein, 2010; Mangold & Faulds, 2009), we describe the exact drivers of a company’s successful use of social media
By drawing from literature on both social media marketing and value co-creation, we investigate the successful drivers of social media strategies for small companies as well as the conditions for each driver

Summary

Introduction

A rapidly growing trend in today’s business environment is the prominence of social media, which has affected both marketing and innovation strategies (Hollebeek, Glynn, & Brodie, 2014) This phenomenon has changed the manner in which companies interact and maintain relationships with users of social media to promote innovation (Kaplan & Haenlein, 2010). Our perceptions of who these users are and their capabilities have changed; users are involved in activities that create value for many companies (Choi & Burnes, 2013). This phenomenon is active in social media. Value co-creation through social media: a case study of a start-up company (Papagiannidis & Bourlakis, 2015), which include new ways of interacting and communicating with users to co-create value (Lusch & Nambisan, 2015)

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