Adopting social media affordances to facilitate value co-creation in SMEs

Research output: Contribution to conferenceAbstract

Abstract

Despite the growing importance of social media-enabled value co-creation, the understanding of
how firms, specifically SMEs, can maximise the use of social media affordances for value co-creation remains limited. This research explores the adoption of different social media affordances to facilitate value co-creation activities with customers. We adopted an inductive multiple-case study approach and the findings reveal some affordances as mechanisms to facilitate co-creation for multiple outcomes while others may not contribute significantly.
Original languageEnglish
Number of pages85
Publication statusPublished - 4 Jul 2024
EventAcademy of Marketing Conference 2024 - Cardiff Business School, Cardiff, United Kingdom
Duration: 1 Jul 20244 Jul 2024
https://academyofmarketing.org/am2024-conference/

Conference

ConferenceAcademy of Marketing Conference 2024
Abbreviated titleAM2024
Country/TerritoryUnited Kingdom
CityCardiff
Period1/07/244/07/24
Internet address

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