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

Bijoylaxmi Sarmah (Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee, India)
Shampy Kamboj (Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee, India)
Jay Kandampully (Department of Human Sciences, The Ohio State University College of Education and Human Ecology, Columbus, Ohio, USA)

Online Information Review

ISSN: 1468-4527

Article publication date: 6 September 2018

Issue publication date: 16 October 2018

Abstract

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.

Keywords

Citation

Sarmah, B., Kamboj, S. and Kandampully, J. (2018), "Social media and co-creative service innovation: an empirical study", Online Information Review, Vol. 42 No. 7, pp. 1146-1179. https://doi.org/10.1108/OIR-03-2017-0079

Publisher

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Emerald Publishing Limited

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