A taxonomy of value co-creation on Weibo – a communication perspective

Abstract

Purpose

This paper aims to develop a taxonomy of value co-creation types occurring in firm-customer interactions on social media.

Design/methodology/approach

In total, 570 destination marketing organization (DMO)-initiated posts on Weibo and 3,137 responses were collected to develop a taxonomy by conducting qualitative empirical-to-conceptual analysis. To apply the taxonomy through conceptual-to-empirical analysis, 100 DMO-initiated posts and 823 responses were collected.

Findings

The communication-focused value co-creation taxonomy shows a variety of co-creators, verbal and non-verbal communicative co-creation actions facilitated by social media, and different co-created value types.

Research limitations/implications

This study used a single social media platform and selected three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms.

Practical implications

This study used a single social media platform and selected three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms.

Originality/value

This study enriches the tourism literature and the general marketing literature by examining value co-creation from a communication perspective and provides a comprehensive classification of value co-creation opportunities on social media.

Citation

Ge, J. and Gretzel, U. (2018), "A taxonomy of value co-creation on Weibo – a communication perspective", International Journal of Contemporary Hospitality Management, Vol. 30 No. 4, pp. 2075-2092. https://doi.org/10.1108/IJCHM-09-2016-0557