Social media and co-creative service innovation : an empirical study
Purpose: Online information research on hotels is gradually emerging as a key area of research with the increasing use of social media as a platform for co-creative service innovation (CCSI). The purpose of this paper is to examine the relationships between the key drivers of co-creation intention in the social media context. Understanding relationships between key drivers of customers’ co-creation intention will prove valuable in advancing current knowledge about service innovation using social media. The key drivers examined in this study are – customer innovativeness, attitude toward CCSI on social media, subjective norms and perceived behavioral control. This knowledge will be of considerable value for its practical application in the hotel industry. Design/methodology/approach: Data were collected from 346 hotel guests using survey method. Structural equation modeling with a bootstrapping estimation was used to analyze the data. Findings: The results show that customer innovativeness, attitude toward CCSI on social media, subjective norm and perceived behavioral control positively influence both co-creation and adoption intention. Further, it was also found that co-creation intention mediates the relationship between its two driving factors, namely, customer innovativeness, attitude toward CCSI in social media and adoption intention. Research limitations/implications: The findings provide theoretical implications for hospitality discipline. The findings also provide various strategies hospitality firms can use to co-create service innovation through the effective use of social media. Originality/value: The relationships examined in the present study have not been tested previously; this is the first attempt of the kind. Thus, the associations established in this study form an important contribution to the existing body of knowledge in co-creation, service innovation and social media literature.
Year of publication: |
2018
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Authors: | Sarmah, Bijoylaxmi ; Kamboj, Shampy ; Kandampully, Jay |
Published in: |
Online Information Review. - Emerald, ISSN 1468-4527, ZDB-ID 2014462-3. - Vol. 42.2018, 7 (06.09.), p. 1146-1179
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Publisher: |
Emerald |
Saved in:
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