Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services

Ali Moghadamzadeh, Pejman Ebrahimi, Soodabeh Radfard, Aidin Salamzadeh () and Datis Khajeheian
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Ali Moghadamzadeh: Department of Curriculum Development & Instruction Methods, Faculty of Psychology and Educational Sciences, University of Tehran, Tehran 141556311, Iran
Pejman Ebrahimi: Doctoral School of Management and Business Administration, Szent Istvan University, 2100 Budapest, Hungary
Soodabeh Radfard: Department of Business Management, Faculty of Management, University of Tehran, Tehran 141556311, Iran
Datis Khajeheian: Department of Business Management, Faculty of Management, University of Tehran, Tehran 141556311, Iran

Sustainability, 2020, vol. 12, issue 17, 1-20

Abstract: The emergence of social media platforms as the main representatives of Web 3.0 applications significantly impacts the co-creation activities among enterprises, customers, and other stakeholders, and has enabled firms to benefit from creativity and ideas of their users and customers for developing and rendering innovative services. This study aims to investigate how the co-creation activities of users on social media platforms have an effect on the enterprises’ innovative services. For this purpose, the authors surveyed customers of innovative services who used social media platforms to meet their needs from the enterprises that innovatively offer such services. An online questionnaire was designed and distributed among the sample of customers, and 505 completed questionnaires were analyzed following the PLS-SEM approach. The findings revealed that customer citizenship behavior and customer participation behavior on social media platforms positively affect the rendering of innovative services. Findings also highlighted that an increase in social co-creation activities, as moderator, positively affects customer citizenship behavior on service innovativeness, and negatively affects customer participation behavior on service innovativeness. The findings of this research could be useful for entrepreneurs and managers of the enterprises that offer innovative services to efficiently use social media tools to benefit from the customers’ co-creation activities and to perform more competitively and sustainably in a hostile business environment.

Keywords: co-creation; social media platforms; innovative services; imitative innovation; behavioral approach; web 3.0 (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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