Platform For Value Co-creation Research Articles

Research on strategies of content production and operation in brand virtual communities from the perspective of user thinking—Taking Lululemon as an example

Background: As a platform for value co-creation, branded virtual communities retain a large amount of user-generated content, which not only serves as a convenient way for brands to grasp consumer preferences but also influences the purchasing intentions of users themselves and other users. Methods: This paper takes the Lululemon Weibo community and Xiaohongshu community as an example, firstly, the paper uses Python to capture the text content generated by the members of the two communities, and then we clean and pre-process the acquired content. After that, with the help of the LDA model and the confusion evaluation index, we thematize the content generated by the members of the two communities and identify the hot topics. Finally, the paper makes a comparative analysis of the hot topics in the two Lululemon virtual communities. Results: Members of the two virtual communities pay attention to same topics like “Wear Sharing”, “Life Sharing” and “Product Design”. But there are still differences in the focus and constitution of the two communities. Conclusions: Enterprises can identify the hot topics through their brand virtual communities, which provide the basis for the motivation of user-generated content within the community, as well as provide inspiration for enterprises to output content and marketing within the community; enterprises also need to ensure that members of the community continue to participate in community interactions and to ensure that the quality of user-generated content. High-quality user-generated content not only provides companies with effective information but also but also retains old members and attracts new members. Therefore, this paper also provides suggestions for enterprises from three perspectives: community content, community atmosphere, and platform environment.

User involvement and value co-creation in well-being ecosystems

PurposeThis article aims to examine how users' involvement in value co-creation influences the development and orchestration of well-being ecosystems to help tackle complex societal challenges. This research contributes to the public management literature and answers recent calls to investigate novel public service governances by discussing users' involvement and value co-creation for novel well-being solutions.Design/methodology/approachThe authors empirically explore this phenomenon through a case study of a complex ecosystem addressing increased well-being, focussing on the formative evaluation stage of a longitudinal evaluation of Sweden's first support centre for people affected by cancer. Following an abductive reasoning and action research approach, the authors critically discuss the potential of user involvement for the development of well-being ecosystems and outline preconditions for the success of such approaches.FindingsThe empirical results indicate that resource reconfiguration of multi-actor collaborations provides a platform for value co-creation, innovative health services and availability of resources. Common themes include the need for multi-actor collaborations to reconfigure heterogeneous resources; actors' adaptive change capabilities; the role of governance mechanisms to align the diverse well-being ecosystem components, and the engagement of essential actors.Research limitations/implicationsAlthough using a longitudinal case study approach has revealed stimulating insights, additional data collection, multiple cases and quantitative studies are prompted. Also, the authors focus on one country but the characteristics of users' involvement for value co-creation in innovative well-being ecosystems might vary between countries.Practical implicationsThe findings of this study demonstrate the value of cancer-affected individuals, with “lived experiences”, acting as sources for social innovation, and drivers of well-being ecosystem development. The findings also suggest that participating actors in the ecosystem should utilise wider knowledge and experience to tackle complex societal challenges associated with well-being.Social implicationsPolicymakers should encourage the formation of well-being ecosystems with diverse actors and resources that can help patients navigate health challenges. The findings especially show the potential of starting from the user's needs and life situation when the ambition is to integrate and innovate in fragmented systems.Originality/valueThe proposed model proposes that having a user-led focus on innovating new solutions can play an important role in the development of well-being ecosystems.

Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus

AbstractThe widespread use of social media as a marketing tool during the last decade has been responsible for attracting a significant volume of academic research, which, however, can be described as highly fragmented to yield clear directions and insights. We systematically synthesize and critically evaluate extant knowledge of social media marketing extracted from 418 articles published during the period 2009–2021. In doing so, we use an organizing framework focusing on five key areas of social media marketing research, namely, social media as a promotion and selling outlet, social media as a communication and branding channel, social media as a monitoring and intelligence source, social media as a customer relationship management and value cocreation platform, and social media as a general marketing and strategic tool. Within each of these areas, we provide important theoretical, methodological, and thematic insights, as well as future research directions. We also offer useful managerial implications derived from the articles reviewed.

Value co-creation through branded apps: enhancing perceived quality and brand loyalty

PurposeBranded applications (apps) are increasingly important in marketers' omnichannel strategies. They have not only changed the way customers purchase but also changed the way how companies interact with customers. Building on value co-creation literature, this research investigates consumer brand engagement's role in enhancing perceived quality and brand loyalty via value co-creation.Design/methodology/approachUsing online survey data from 355 brand app users, a conceptual model is tested employing the partial least squares structural equation modeling.FindingsThe results suggest that not only does branded app personalization drives brand co-creation (fully mediated by consumer brand engagement) but that this process also increases perceived quality and brand loyalty among users of branded apps.Research limitations/implicationsData for the study are self-reported and thus may not accurately reflect actual attitudes and behaviors. In addition, respondents were students within the United States who, although representative of branded app users, may limit the generalizability of the study.Practical implicationsKnowing that branded apps can influence customers' perception of the quality and value of their apps, products and services, or even their associated brands, marketers and app designers should work together to provide a value co-creation platform through the apps to increase customers' personalized, engaging experience.Originality/valueAlthough various relationships between personalization, engagement and co-creation have been studied, along with their impact on loyalty and perceived value, the interaction between these factors is not widely understood. The study examines these interactions in the context of branded apps, through the service-dominant logic perspective.

“Out of the Black, Into the Big Blue” on a Single Breath: Sport Event Value Co-Creation as Symbolic World-Making

Building upon the perspectives of sport value co-creation and symbolic action, this study employs a hermeneutic analysis of the socio-cultural dynamics shaping value in events. It examines the symbolic co-construction of a participatory small-scale event and the attached meanings that instantiate perceptions of value. The authors investigate a free-diving event held on the Greek island of Amorgos commemorating the 1988 film “Big Blue.” Fieldwork was conducted during the event, including focus groups, semi-structured interviews, and observation. Findings demonstrate the event’s dramaturgic hypostasis acting both as symbolic social space and multi-stakeholder value co-creation platform. Three overarching themes epitomize the actors’ experience: connecting, communing, and belonging. This reveals a dramaturgical world-making stage in which co-creative instantiators embody meanings that coordinate interaction, communicate information, integrate resources, and evaluate value. This study calls for comprehensive dramatological inquiries embracing the collective embodiment of events as social dramas that enable collaboration through the instantiation of shared meanings.

What older adults do in online communities when they co-create and co-destruct value

PurposeThis study aims to explain the value co-creation and co-destruction practices of older adults in an online community (OC).Design/methodology/approachAdopting practice theory and service-dominant logic as a theoretical perspective, this paper examined an OC of older adults by conducting an inductive thematic analysis of the interactions of the participants in the community.FindingsThe analysis revealed older adults engage with three value co-creation plus one value co-destruction practices in the OC including, communal coping practices, happiness creation practices, social capital generation practices and disparaging practices for older adults.Research limitations/implicationsIllustrated in a conceptual model, this study extends previous work evidencing OCs serve as a platform for value co-creation and value co-destruction activities in the context of older adults. Further, it suggests OCs facilitate resilience of older adults through value co-creation practices. Recognition of value co-destruction in OCs is critical as it is detrimental to the resilience of older adults. This study provides the needed foundation to advance knowledge on the use of OCs by older adults and suggests future research directions.Practical implicationsIdentifying co-creation and co-destruction practices of older adults in OCs enables service providers (e.g. caregivers) to engage better in online value co-creation practices. Further, the findings of this study address one of the main priorities of service science to investigate the impact of value co-creation on well-being.Originality/valueDespite the significant engagement of older adults in OCs, there is a lack of enough knowledge in the literature regarding value co-creation and co-destruction practices of older adults in OCs. This study addressed this gap by explaining how older adults co-create and co-destruct value in online spaces.

VALUE CO-CREATION PLATFORM IN INDONESIAN SME COMMUNITY: SDL PERSPECTIVE

This paper offers a new framework of value co-creation in a small-medium enterprise (SME) community in which multi-actor interaction in the community plays an important role to do collective resource integration to overcome its limitation. The findings demonstrate that collaborative networks, dynamic interaction and resource integration are proven as a valid platform of value co-creation. Collaborative networks with external actors and dynamic interaction among members within a SME community link one another and show positive influence on resource integration in the value co-creation process. A SME can adopt this value co-creation platform as a new strategy for business development and sustainability. This study conveys a different perspective for service-dominant logic concept.

Integrated clustering of creative industries to foster innovation: Bandung's creative industries

Creative industries capture new economic dynamics based on creativity, skills, and talents. Creative industries grow fast and contribute more to the national economic development. In order to sustain contributions to economic development, creative industries need to innovate productively. One way to encourage innovation is to foster co-creation by strengthening the effectiveness of creative industry relationships with stakeholders, such as the community, consumers, suppliers, and other creative industries, as well as to generate information and knowledge to support them. An integrated cluster will support industry efficiency; better facilities; infrastructure; amenities; services; as well as better protection of the environment and social relationships. Placing creative industries in an integrated cluster will provide better collaboration opportunities that will support co-creation to trigger innovation. This paper will provide a conceptual framework of an integrated symbiosis of creative industry clustering to foster their innovation toward sustainability and high performance using the value co-creation platform concept.

Creative Industries Integrated Clustering to Foster Innovation (Case at Bandung’s Creative Industries)

Creative industries capture new economic dynamics based on creativity, skills, and talents. Creative industries grow fast and contribute more to the national economic development. In order to sustain contributions to economic development, creative industries need to innovate productively. One way to encourage innovation is to foster co-creation by strengthening the effectiveness of creative industry relationships with stakeholders, such as the community, consumers, suppliers, and other creative industries, as well as to generate information and knowledge to support them. An integrated cluster will support industry efficiency; better facilities; infrastructure; amenities; services; as well as better protection of the environment and social relationships. Placing creative industries in an integrated cluster will provide better collaboration opportunities that will support co-creation to trigger innovation. This paper will provide a conceptual framework of an integrated symbiosis of creative industry clustering to foster their innovation toward sustainability and high performance using the value co-creation platform concept.

Person-environment fit, commitment, and customer contribution in online brand community: A nonlinear model

Online brand community is often regarded as a value co-creation platform where customers' active contributions are most important to the success of the community. Previous studies on the potential drivers of users' contributions placed a great emphasis on either users or the community itself, and most of these studies primarily focused on linear relationships. Drawing upon person-environment fit theory, this study develops a research model to explore the nonlinear effects of person-environment fit, i.e., needs-supplies fit and demands-abilities fit, on community commitment, as well as the nonlinear effect of community commitment on users' knowledge contribution intention. Using 480 online survey responses, the results indicate that needs-supplies fit has a decreasing incremental effect, while demands-abilities fit has an increasing incremental effect on community commitment. Community commitment has an increasing incremental effect on willingness to contribute. Implications for both research and practice are also discussed.

Collaborative network organisations as platform for value co-creation in tourism destinations: an analysis of Foz do Iguaçu, Brazil

This study investigated the co-creation of value in tourism by the collaborative network organisations (CNOs). The objective was to verify the degree of co-creation of value in the plans generated by participatory planning process in Foz de Iguacu city, and to confirm that this process forms a platform to value co-creation in tourism destinations. The used methodology was a content analysis of a technical report and other documents related to the process of strategic-participatory assessment of Foz do Iguacu city. This city is located at the three border zone between Brazil-Argentina-Paraguay, thus it is a shared tourism destination. The results indicated that the process of participatory planning, conducted by CNOs, can be a way to consumer-to-business-to-consumer (C2B2C) co-creation of value in tourism. Besides, the participatory planning is a tool of tourism governance, in which the CNO represents a hub between the relationships B2B, B2C, C2C, C2B2C, public-private sector and community, i.e., a platform with high capacity of value co-creation.

Collaborative network organisations as platform for value co-creation in tourism destinations: an analysis of Foz do Iguaçu, Brazil

Collaborative network organisations as platform for value co-creation in tourism destinations: an analysis of Foz do Iguaçu, Brazil

Co-creating value through demand and supply integration in senior industry-observations on 33 senior enterprises in Taiwan.

With global population aging, great business opportunities are driven by the various needs that the elderly face in everyday living. Internet development makes information spread faster, also allows elderly and their caregivers to more easilyaccess information and actively participate in value co-creation in the services. This study aims to investigate the designs of value co-creation by the supply and demand sides of the senior industry. This study investigated senior industry in Taiwan and analyzed bussiness models of 33 selected successful senior enterprises in 2013. We adopted series field observation, reviews of documentations, analysis of meeting records and in-depth interviews with 65 CEOs and managers. Thirty-three quality enterprises in senior industry. Sixty-five CEOs and managers in 33 senior enterprises. None. Value co-creation design, value co-creating process. We constructed a conceptual model that comprehensively describes essential aspects of value co-creation and categorized the value co-creation designs into four types applying for different business models: (i) interaction in experience spaces co-creation design, (ii) on-site interacting co-creation design, (iii) social networking platform co-creation design and (iv) empowering customers co-creation design. Through value co-creation platform design, the senior enterprises have converted the originally passive roles of the elderly and caregivers into active participants in the value co-creation process. The new paradigm of value co-creation designs not only promote innovative development during the interactive process, lead enterprises reveal and meet customers' needs but also increase markets and profits.

Facebook as a platform for co-creating music festival experiences

Purpose The purpose of this paper is to address the need to understand how younger music festival-goers use and engage with a music festival’s Facebook page, and how they perceive this social networking service (SNS) as a potential on-line platform for value co-creation. Design/methodology/approach Face-to-face in-depth interviews were conducted with 16 young adults who attended an annual New Year’s Eve music festival, Rhythm and Vines, in Gisborne, New Zealand. Findings Analysis of the interview data revealed that the majority of participants did not actively engage with this platform and could be categorised as passive viewers or information-seekers. In addition, participants perceived five types of value from using this SNS: functional, social, emotional, interactive and aesthetic value. Even though participants were not segmented due to the small sample size, patterns in their levels of engagement with Facebook, attendance status, reasons for attending the festival and the combinations of forms of value that they perceived were identified. Research limitations/implications Future research should use a large-scale survey method to obtain a representative sample that is generalisable to a specific population of music festival-goers. Practical implications Dominance of features on Facebook providing festival-goers with functional value suggests they prefer a passive or co-optation approach to value co-creation in this context. Due to the limited extent of participants actively co-creating value on this platform, alternative means of encouraging interaction to co-create value with festival-goers should be investigated. Originality/value This study demonstrates that this SNS provides this group of young adults with a means to connect their real-time festival experience, with their on-line Facebook social network during the year.