Social Value Co-creation Research Articles

Cocreation of social value: A tripartite game analysis with Chinese state-owned enterprises as an example.

In the context of the digital economy era, it is urgent for Chinese state-owned enterprises (SOEs) to engage in social value cocreation activities. The government and consumers' roles in SOEs' social value cocreation system cannot be ignored. Therefore, it is necessary to explore the tripartite social value cocreation model involving the government, SOEs, and consumers. In this respect, this study constructs a tripartite evolutionary game model of the government, SOEs, and consumers, and explores the influencing factors and evolutionary mechanism of the system overall. Matlab software is used to analyze the simulation data. The results reveal that the prerequisite for SOEs' successful social value cocreation is that consumers receive additional social value benefits greater than the level of improvement in social welfare. The allocation coefficient of consumers' additional social value benefits, the degree of the government's digital empowerment subsidy, and the level of the punishment for SOEs that violate the government's cocreation requirements will accelerate the achievement of equilibrium in the social value cocreation system, without affecting the final equilibrium result. By analyzing the strategic choices and interactive relationships among the government, SOEs, and consumers in social value cocreation in-depth, this study offers suggestions to promote the government, SOEs, and consumers' participation in social value cocreation. This research contributes to clarifying SOEs' social value cocreation model and has significant implications for promoting enterprises' high-quality development.

Tourism live streamers as brand ambassadors: investigating their impact on destination brand value through social exchange theory

Purpose This study aims to identify the key characteristics of tourism live streamers (TLSers) that influence target consumers and examine how these characteristics enhance destination brand value by stimulating consumer emotional engagement and value co-creation behaviors. Design/methodology/approach A questionnaire survey was conducted with 552 respondents who had viewed tourism live streaming in China. The data were analyzed using structural equation modeling. Findings The results revealed that TLSers’ expertise had the strongest influence on consumers and positively affected their attachment, trust, participation and citizenship behaviors and perceived destination brand value. Attractiveness and trustworthiness exerted positive but weaker effects on these variables. Originality/value This study contributes to the theoretical development of live-streaming research by demonstrating the distinct impacts of TLSer characteristics. Furthermore, this study expands the application of the social exchange theory and value co-creation in tourism research.

Service dyads: understanding the dynamics of social perspective-taking and value co-creation amidst service problems

Service dyads: understanding the dynamics of social perspective-taking and value co-creation amidst service problems

Lights, camera, action! Adding showmanship to the hospitality servicescape and experiencescape to attract customers: a management perspective

PurposeRestaurants are challenged to secure attraction attributes that provide motives, satisfaction and experiences for guests. The social interaction between server and guest can provide. Our case study aims to examine the perspectives of hospitality executives towards showmanship and server performances in restaurants to enhance servicescape and elevate guest experiences.Design/methodology/approachA literature review examined employee showmanship as part of the cocreation of gastronomic experiences and servicescape. Additional data were obtained from semi-structured interviews with 15 hospitality executives affiliated with Macao’s integrated resorts (IRs), and the information was examined using thematic analysis.FindingsThe study outcomes showed management support for showmanship performed by servers or chefs in cocreating immersive memorable dining experiences and social media and user-generated content (UGC). This was perceived to distinguish a restaurant from the competition. However, server talent and showmanship interaction with guests must be well managed, and bundled with additional restaurant servicescape attributes.Practical implicationsThe comments from hospitality management provide key insights towards implementing and maintaining showmanship which will involve resource challenges including server artisan talent and restaurant design.Originality/valueServer showmanship social interaction and value cocreation with guests are rarely discussed, although a key part of guest restaurant motivation and in creating an immersive experience. We address the limited understanding of hospitality management assessment towards developing showmanship, providing practical perspectives to assist restaurant and bar management to integrate and develop showmanship to enhance customer dining experiences.

The Use of Social Media in Sustainable Green Lifestyle Adoption: Social Media Influencers and Value Co-Creation

Although prior research has highlighted the importance of social media in promotion and communication, a comprehensive framework to clarify how to use social media as a value co-creation platform to promote a green lifestyle has yet to be developed. This research aims to create and test a conceptual model for using social media as a value co-creation platform to encourage and motivate people to adopt a sustainable green lifestyle, besides mapping the process of green lifestyle adoption from the actual social media user behaviors. Two hundred and eighty-nine (289) subjects participated in an online survey in the first half of 2022, and the data collected have been analyzed using regression. The three key findings: (1) social media contact is positively associated with a sustainable green lifestyle (β = 0.234, p < 0.001); (2) value co-creation partially mediates the relationship between social media contact and a sustainable green lifestyle (indirect effect = 0.113, with Sobel test’s t-value = 5.762); and (3) surprisingly, the moderating role of social media influencers and social norms in the social media contact–sustainable green lifestyle relationship is not supported. In addition, this research supplied some reasonable and practical implementations that can help green agents and policymakers promote green behaviors.

Co-creation of Value and Social Marketing: Systematic Literature Review and Future Research Agenda

The objective of this study was to develop a systematic literature review (SLR) on value co-creation and social marketing and propose an agenda for future research. We searched for articles related to the themes of value co-creation and social marketing in Scopus and Web of Science databases. After analysing the articles, we found that an SLR was performed with 19 articles using bibliometric techniques. Three thematic groupings emerged: engagement, cooperation between stakeholders and value co-creation at different levels. In addition, 15 research questions were proposed within these three themes. The findings present a new way of verifying the impacts of social marketing strategies through the value co-creation among the stakeholders involved in the process, benefiting society. Considering that the literature addresses related topics, such as the creation and destruction of value in social marketing, this study sought to develop an SLR on the connection between social marketing and value co-creation.

Examine pet travel experiences from human–pet interaction: the moderating role of pet attachment

PropósitoEl objetivo de este estudio es explorar el mecanismo subyacente de la interacción humano-mascota en el turismo con mascotas que afecta a las experiencias turísticas y a la vida cotidiana de los turistas. El estudio también examina el papel moderador del apego a las mascotas en este mecanismo.Diseño/metodología/enfoqueBasada en la teoría del intercambio social y la teoría de la cocreación de valor, esta Investigación desarrolla y prueba empíricamente un marco teórico de la interacción entre humanos y mascotas. Los datos se recopilaron a través de una encuesta en línea a turistas estadounidenses que han tenido experiencias de viaje con mascotas. Los datos fueron analizados mediante un modelo de ecuaciones estructurales basado en mínimos cuadrados parciales (PLS-SEM).HallazgosLos resultados muestran que el valor emocional medió parcialmente la relación entre la interacción humano-mascota y la intención de viajar/calidad de vida, mientras que el valor social medió parcialmente la relación entre la interacción humano-mascota y la calidad de vida. Los resultados del análisis multigrupo sugieren que la experiencia de viaje de los turistas con niveles bajos (vs altos) de apego a las mascotas se ve reforzada por la interacción humano-mascota, lo que conduce a resultados favorables.Originalidad/valorEste estudio enriquece la evidencia empírica sobre la experiencia del turismo con mascotas. Este estudio amplía la literatura existente al demostrar la heterogeneidad de la relación entre la interacción humano-mascota, el valor de cocreación, la calidad de vida y la intención de viaje de turistas con diferentes niveles de apego a las mascotas.

The role of social media content on value co-creation in the food sector: a strategic relationship perspective

PurposeCustomers' participation in the online health community to create value with the brand is growing research interest. In addition, customers are using social media platforms to create value in the food sector. This rises points to the need to study consumers' interactions with online communities and the role of social media content and customer satisfaction in such an environment.Design/methodology/approachThis research collects data using a survey approach. The data were analysed using a partial least square-structural equation modelling (PLS-SEM).FindingsThe findings indicated the impact of social media content and satisfaction on value co-creation in healthy food online communities. The study’s results provide significant new insights into the food sector during the pandemic.Originality/valueThis research enhances the knowledge of satisfaction and value co-creation in the social media context. The findings build on the previous literature on value co-creation, add to the food sector and explain the mediating role of satisfaction between social media content and value co-creation.

Exploring social value and their enablers as business models for sustainable water supply projects

PurposeThis work aims to understand how social value is created and delivered using community-based water supply projects. It examines social value creation given the enabling concepts – value co-creation and service ecosystems as business models for infrastructure.Design/methodology/approachInductive reasoning, including qualitative research design, was applied to two water supply projects. The qualitative stage created social value co-creation features using the purposive sampling of 72 semi-structured interviews.FindingsThe qualitative analysis features social value co-creation, which includes a sense of social unity, end-user empowerment, Behavioural transformation, and knowledge transfer. Although value destruction also emerged while examining social value co-creation, the research identifies the “red flags” and value contradictions that must be avoided.Research limitations/implicationsThe enablers of sustainable infrastructure projects should include social value, service ecosystems and value co-creation.Practical implicationsThere is a need for the government and non-governmental organisations to create enabling platforms that involve a planned dialogical communication process supporting the development and enhancement of relationships of stakeholders to maximise social value from infrastructure projects.Originality/valueThe work offers a widened perspective of social value creation and a new framework called “Social value co-creation/destruction” (SVCC/SVCD) as the business model for sustainable infrastructure projects. It is the first attempt to illustrate social value creation in construction from service ecosystems and value co-creation perspectives.

Examining the effect of eWOM, social networking sites and value co-creation on purchase intention of cosmetic products in Malaysia

Examining the effect of eWOM, social networking sites and value co-creation on purchase intention of cosmetic products in Malaysia

Examining the effect of eWOM, social networking sites and value co-creation on purchase intention of cosmetic products in Malaysia

Examining the effect of eWOM, social networking sites and value co-creation on purchase intention of cosmetic products in Malaysia

The impact of business-to-business salespeople’s social media use on value co-creation and cross/up-selling: the role of social capital

PurposeThis study aims to develop and test a process model of the effect of social media use by business-to-business (B2B) salespeople on their value cocreation and cross/upselling performance. Adopting a research acquisition perspective, the authors claim that salesperson’s social media use is critical for generating social capital – an operant resource characterized by superior market knowledge, reputation and networking – which, in turn, directly and synergistically enhances value cocreation and cross/upselling outcomes.Design/methodology/approachA model is developed based on extant sales research on salesperson’s social media use and social capital theory. Data from B2B salespeople is analyzed using structural equation modeling to test the proposed hypotheses.FindingsThe results demonstrate that salespeople’s social media use enhances their social capital with support for direct effects on market knowledge and reputation, and indirect effect on networking. The results also show that the three aspects of social capital drive value cocreation, which enhances cross/upselling performance. Post hoc analysis shows the indirect effects of salesperson’s social media use as well as the interconnected effects of the aspects of social capital on value cocreation.Practical implicationsThe study indicates that salespeople should be encouraged to use social media as a means for enhancing market knowledge and reputation, which can then be leveraged to build networking skills. Providing training to salespeople and coaching them on how to build their social capital is essential if organizations need to capitalize on novel ways to improve the value cocreation performance of their sales teams.Originality/valueThis study demonstrates how salespeople’s social media use can enhance their social capital, which, in turn, is critical for value cocreation and cross/upselling performance. The proposed framework opens opportunities for future studies to examine the role of salesperson social capital and value cocreation in B2B exchanges.

Promoting customer value co-creation through social capital in online brand communities: The mediating role of member inspiration

This study aims to investigate how social capital can promote customer value co-creation behavior in Online Brand Communities (OBCs). It further explores the mediating role of member inspiration and two moderating variables (perceived visible heterogeneity and perceived value homogeneity) on this process. The study employs Structural equation modeling with a sample of 502 OBC respondents to test the proposed model. Our results demonstrate that social capital influences customer value co-creation behavior directly and indirectly through member inspiration. Furthermore, both perceived visible heterogeneity and perceived value homogeneity positively moderate the relationship between social capital and customer value co-creation behavior. The findings offer practical insights for brand managers in effectively cultivating social capital to promote customer value co-creation behavior by stimulating member inspiration. This study extends past value co-creation research in OBCs through social capital lens. Also, it shows the consumer psychological process by which social capital potentially promote value co-creation through member inspiration. Lastly, it highlights the moderating effects of visible heterogeneity and value homogeneity on the association between social capital and member inspiration.

The role of value co-creation in linking green purchase behavior and corporate social responsibility – An empirical analysis of the agri-food sector in China

Green purchase behavior emerges in the agri-food sector with the increasing awareness of the negative environmental impacts of agricultural production intensification. The agri-food sector responds to consumers’ demand for green products by either implementing social responsibility practices, such as environmental protection activities, to construct a “green” image/brand, or using green marketing strategies to boost sales. Amongst all the marketing strategies, value co-creation is regarded as an innovative strategy to incorporate consumer ideas and address consumer needs. To understand the role of value co-creation in the relationship between corporate social responsibility and green purchase behavior, this study employs a structural equation model to test for the inter-correlations of the three using the sample data drawn from an online survey in China. The results show corporate social responsibility influences green purchase behavior through encouraging consumers’ engagement in value co-creation. Food safety concern has a role in positively moderating the impact of corporate social responsibility and value co-creation activities on green purchase behavior. Understanding the role of value co-creation may assist policymakers in designing supporting policy for developing an efficient and innovative channel connecting the agri-food sector and consumers to build consumer confidence in the green food market.

The Influence of Online Social Value Co-creation Activity on Consumer Purchase Intention: An Experimental Study.

In recent years, an increasing number of online social value co-creation activities are conducted by companies in their marketing campaigns. A question is that whether these activities that take social responsibilities could help enterprises improve marketing performance. Drawing from social interaction theory, this study explores the causal effect of online social value co-creation on consumer purchase intention through three experiments. The results show that social value co-creation can stimulate consumer purchase intention. Moreover, consumer-company identification plays a mediating role in linking social value co-creation to purchase intention. In addition, compared to low social norms, high social norms are more likely to weaken the influence of social value co-creation on consumers' buying intention. The study provides both theoretical and practical implications to research area. Limitation and future research directions are also discussed.

Business model innovation within SPOs: Exploring the antecedents and mechanisms facilitating multi-level value co-creation within a value-network

To be sustainable, social purpose organisations (SPOs) are increasingly engaging in value networks. This enables them to improve service delivery through social and economic value co-creation (VCC). However, operating within a value network will require SPOs to innovate their business models. This is a complex activity due to their distinctive governance structures and funding arrangements and the need to align value processes across a multiplicity of stakeholders. This paper advances knowledge by exploring how SPOs innovate their business models to engage in VCC through a value-network. By analysing three SPO value networks, we provide new insights into the antecedents and mechanisms of VCC which span the micro, meso, and macro levels of context. We also illustrate the factors which underpin SPOs ability to embed VCC within their business models through operating in a value network.

Social Innovation, Employee Value Cocreation, and Organizational Citizenship Behavior in a Sport-Related Social Enterprise: Mediating Effect of Corporate Social Responsibility

This stakeholder theory-based study explored the mediating role of employee attitudes regarding corporate social responsibility (CSR) among perceptions of social innovation (SI), value cocreation (VCC), and organizational citizenship behavior (OCB) in a sport social enterprise context. Eighty-three employees in a Taiwanese social enterprise were recruited using random sampling. A self-administered online survey was conducted for the collection of data, which were examined using linear regression analysis. The results indicated that employee attitudes regarding CSR fully mediated the relationship among perceived SI and OCB. Additionally, the attitude toward CSR was found to partially mediate the relationship between perceptions of SI and VCC. Employees’ attitudes toward CSR play a critical role in increasing their VCC and OCB in addition to their perception of an organization’s SI. Meaningful theoretical and practical implications were revealed.

Empirical research on how social capital influence inter-organizational information systems value co-creation in China

ABSTRACT Previous literature revealed that the lack of knowledge resources and the existence of an assimilation gap may be responsible for the high failure rate in the Inter-Organizational Information Systems (IOS) post-adoption stage of value co-creation. Drawing on social capital theory and knowledge-based theory, this paper aims to explore how structural (social interaction), relational (trust), and cognitive (shared IOS vision) capital influences knowledge acquisition among key partners and further improves IOS assimilation and value co-creation. The hypotheses, proposed in this work, were tested by partial least squares (PLS) analysis of 150 sets of survey data conducted in Chinese companies. The obtained results suggest that all three aspects of social capital have an indirect, yet significant influence on IOS assimilation and IOS value co-creation. This study argues that, knowledge acquisition plays a fully mediating role in structural capital and relational capital effect on IOS assimilation and IOS value co-creation. From the same stance, it adds that knowledge acquisition has a partial mediation effect on the cognitive capital-IOS assimilation link and cognitive capital-IOS value co-creation link. Moreover, the work at hand presumes that, if implemented effectively, IOS assimilation sets fourth IOS value co-creation.

Social value cocreation: a mode of value cocreation

PurposeThis paper aims to present a value cocreation framework that furthers understanding of social value cocreation.Design/methodology/approachThis paper is an interdisciplinary conceptual analysis drawing on social enterprise studies, marketing research and philosophical value theory. It applies a visible-hand approach to the study of market relationships and, in line with philosophical research strategies, unfolds its analysis using conceptual distinctions.FindingsThis study provides a framework that substantiates the distinction between two modes of value cocreation and identifies the structure of the social enterprise business model. It explains how social enterprises can be conceived as role models for for-profit organizations, and it elucidates why social value cocreation is a demanding objective.Research limitations/implicationsThis paper develops an integrative, nondichotomist view of value cocreation that does not conceptualize social and economic value cocreation as opposing goals.Practical implicationsSocial enterprises can use the business model structure and two modes of value cocreation and view themselves as role models for for-profit organizations.Social implicationsThis paper applies a visible-hand approach to both for-profit organizations and social enterprises. Using its framework, for-profit organizations can reflect on the consequences of their actions on society and how social value cocreation can improve social enterprise effectiveness.Originality/valueTo the best of the author’s knowledge, this paper is the first to bridge service-oriented approaches to marketing and social enterprise studies using philosophical value theory to improve understanding of social value cocreation.

How to Prevent Bread Losses in the Baking and Confectionery Industry?—Measurement, Causes, Management and Prevention

Food losses and waste are associated with inefficient use of agricultural land, water and other resources and agricultural raw materials. Reducing the scale of food wastage is one of the most urgent challenges for food system operators, starting from agriculture to food consumption in the households. This is all the more urgent as food insecurity has deepened during the COVID-19 pandemic. There are few studies on how to reduce food losses in food processing sectors, as most researchers focus on the demand side of the market, especially within household consumption. To fill the knowledge gaps related to the inefficient production system in the baking and confectionery industry (BCI), research was conducted to estimate the scale of losses in BCI in Poland, determine their causes and assess the risk of their occurrence, identify retrieve points (RP) and ways of reducing and preventing losses. Two research methods were used. Quantitative data were collected using an Internet survey method on a sample of 48 bakeries. The qualitative data was provided by 5 individual in-depth interviews with experts from the surveyed industry. The results showed that the total scale of losses in Polish BCI reached 2.39% (in 2017) and 2.63% (in 2018) of the weight of manufactured products. The loss analysis was presented within respective sections of production: raw materials magazine (RMM), production section (PS), final product magazine (FPM), final product transport (FPT). The highest loss level was reported for PS—1.56% (2017), 1.85% (2018). Additionally, 12 loss risks and nine main cause categories were identified. Potential 6 retrieve points (RP) during the baking processes were indicated: making and handling intermediate products and dough; portioning and forming of dough, baking, customised packing, shipping (storage), transport by own fleet. The type of risk, the cause of losses, their consequences, and manners of preventing losses were specified for each RP. Being the first study of this kind in Poland, its results are key to build a road map for further researches focused on reduction of food losses, more sustainable management of resources in BCI. It might contribute to corporate social responsibility and value co-creation.