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Social media and co-creative service innovation: an empirical study

Social media and co-creative service innovation: an empirical study 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/approachData were collected from 346 hotel guests using survey method. Structural equation modeling with a bootstrapping estimation was used to analyze the data.FindingsThe 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/implicationsThe 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/valueThe 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Online Information Review Emerald Publishing

Social media and co-creative service innovation: an empirical study

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References (190)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1468-4527
DOI
10.1108/oir-03-2017-0079
Publisher site
See Article on Publisher Site

Abstract

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/approachData were collected from 346 hotel guests using survey method. Structural equation modeling with a bootstrapping estimation was used to analyze the data.FindingsThe 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/implicationsThe 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/valueThe 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.

Journal

Online Information Review – Emerald Publishing

Published: Oct 16, 2018

Keywords: Service innovation; Social media; SEM; Hotels; Co-creative

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