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1 – 2 of 2Manuel Castriotta, Paola Barbara Floreddu, Maria Chiara Di Guardo and Francesca Cabiddu
Despite the fundamental role that digital social media could play in the process of consumer co-creation, academic research on this topic is still in its infancy. The overall aim…
Abstract
Purpose
Despite the fundamental role that digital social media could play in the process of consumer co-creation, academic research on this topic is still in its infancy. The overall aim of the chapter is to consider how digital social media can be used by firms to encourage and sustain co-creation behavior.
Design/methodology/approach
We draw a multiple case analyses, focusing on the insurance industry, particularly on the Italian insurance market.
Findings
We particularly extend the literature on value co-creation by proposing a composite framework that enables us to grasp the different strategies that firms implement in their different manners of employing digital social media.
Practical implications
We set forth a research agenda for managerial scholars that can help understand how social media should be incorporated in the day-to-day operations of insurance companies.
Details