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

Ariya Nithikulsak

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

Ariya Nithikulsak

Hertfordshire Business School

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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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 language	English
Title of host publication	Academy of Marketing Conference 2024 paper proceedings
Publisher	Academy of Marketing
Number of pages	2
ISBN (Print)	978-1-3999-9060-8
Publication status	Published - 4 Jul 2024
Event	Academy of Marketing Conference 2024 - Cardiff Business School, Cardiff, United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 https://academyofmarketing.org/am2024-conference/

Conference

Conference	Academy of Marketing Conference 2024
Abbreviated title	AM2024
Country/Territory	United Kingdom
City	Cardiff
Period	1/07/24 → 4/07/24
Internet address	https://academyofmarketing.org/am2024-conference/

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© 2024 Academy of Marketing.
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Cite this

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title = "Adopting social media affordances to facilitate value co-creation in SMEs",

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.",

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N2 - 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.

AB - 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.

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M3 - Conference contribution

SN - 978-1-3999-9060-8

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Y2 - 1 July 2024 through 4 July 2024

ER -

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

Abstract

Conference

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