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Article
Publication date: 7 September 2022

Davood Ghorbanzadeh and Mohsen Sharbatiyan

Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in…

Abstract

Purpose

Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in strengthening the university brand image and reputation through students’ value co-creation behaviors is limited. University website features are conceptualized as a hierarchical construct with three dimensions: usability, availability and information. This study aims to investigate the effect of university website features and value co-creation behaviors of students on promoting brand image and brand reputation at Islamic Azad University in Iran.

Design/methodology/approach

This study is quantitative. Using convenience sampling techniques, a responsive group of 384 students was chosen from the Islamic Azad University of Tehran in Iran. Survey methods were used for data collection. Partial least squares structural equation modeling was used to test the derived hypotheses.

Findings

The findings of this study indicated that website features have a positive effect on fostering value co-creation behaviors (participation and citizenship behavior), and participation behavior, in turn, improves university brand image and reputation. At the same time, among value co-creation behaviors, citizenship behavior has no impact on the university’s brand image. Finally, the brand image formed through website features and participation behavior positively affects brand reputation.

Research limitations/implications

This study was conducted in the higher education (HE) sector in one cosmopolitan Iranian city (i.e. Tehran), to which Iranians from other cities travel for studying. Thus, the results of this survey include a variety of subcultures. In the future, a study that incorporates all major metropolitan cities of Iran may increase the generalizability of the findings. Unrelated to the purpose of this study, a future research study may extend the currently studied geographical dimensions and examine the antecedents of university brand reputation across different nations using a cross-cultural approach.

Practical implications

Pragmatically, the findings of this study urge university policymakers, information technology managers and marketers to consider the university website’s unique role in assisting co-creation behavior, which in turn promotes university brand image and reputation in the HE market. One of the ways to assess a university’s brand image and reputation is through the university ranking system. Ascending the ranking system can allow a university to attract qualified students.

Originality/value

These findings contribute to the marketing literature by empirically validating the three elements in the website features construct, providing intelligence on how website features can drive value co-creation behaviors, brand image and reputation. Also, results revealed that the brand image of universities positively affects brand reputation. This study highlights the importance of national and international rankings of universities and students’ sensitivity to such rankings. Undoubtedly, this is evident in Iranian students’ behavior in selecting their university.

Details

Interactive Technology and Smart Education, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1741-5659

Keywords

Article
Publication date: 27 September 2022

Long Hong Pham, Erisher Woyo, Trang Huong Pham and Thi Xuan Truong Dao

Widespread technology adoption in tourism enables tourists to be active content creators, thus, influencing destination brands through co-creation. This study examines…

Abstract

Purpose

Widespread technology adoption in tourism enables tourists to be active content creators, thus, influencing destination brands through co-creation. This study examines value co-creation, social commerce information sharing, and destination brand equity.

Design/methodology/approach

A quantitative approach was applied to analyse data collected from a global online survey. Hypotheses were tested using PLS-SEM analysis.

Findings

Results show that destination brand equity is positively influenced by value co-creation. Additionally, social commerce information sharing mediates the relationship between value co-creation and destination brand equity.

Practical implications

The article adds new insights to tourism marketing by investigating value co-creation, social commerce information sharing and destination brand equity. It also offers interesting implications for destination managers to improve Vietnam as a destination brand.

Originality/value

This paper is among the first to test the mediating role of social commerce on value co-creation and destination brand equity.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 14 September 2022

Shermeen Hasan, Abdul Qayyum and Mubashar Hassan Zia

This study aims to highlight the mediating role of value co-creation between social media marketing, its dimensions – entertainment, customization, interaction, electronic…

Abstract

Purpose

This study aims to highlight the mediating role of value co-creation between social media marketing, its dimensions – entertainment, customization, interaction, electronic word-of-mouth (eWOM) and trendiness – and brand authenticity.

Design/methodology/approach

Data from 288 consumers was collected using both online and paper-based questionnaires. Partial least squares–structural equation modeling was used for hypothesis testing.

Findings

When studied compositely, the results of this study indicate that social media marketing impacts value co-creation and brand authenticity, while value co-creation mediates this relationship. However, value co-creation only mediates the impact of customization, interactions and eWOM on brand authenticity. Moreover, entertainment and trendiness directly affect brand authenticity without the mediating role of value co-creation.

Originality/value

The significance of value co-creation as the underlying mechanism between social media marketing and brand authenticity has received little scholarly attention. Likewise, the question of whether social media marketing dimensions help build brand authenticity perceptions has not been investigated. Thus, this study contributes to the marketing literature by empirically testing and establishing that interaction, customization and eWOM are essential social media marketing features that significantly affect brand authenticity with the mediating role of value co-creation.

Details

Management Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 14 January 2014

Robert DeFillippi and Thorsten Roser

An important task for all strategy leaders contemplating the use of co-creation is to determine how well the numerous co-creation project-design choices available to them

2281

Abstract

Purpose

An important task for all strategy leaders contemplating the use of co-creation is to determine how well the numerous co-creation project-design choices available to them align with their strategic priorities.

Design/methodology/approach

In order to implement co-creation, firms need to assess how their projects or initiatives support their strategic commitments and priorities. To this end, the authors offer managers a practical, easy-to-use assessment framework.

Findings

Executives should consider their approach to co-creation in terms of crafting and managing a portfolio of initiatives to be categorized and managed differently according to their strategic significance – high, medium or low.

Practical implications

A six-question assessment framework was inductively derived from an extensive literature review (113 articles) focusing on practices associated with co-creation and stakeholder involvement. Though they do not represent an exhaustive list of categories for assessment, they do, however, identify strategically important choices involved in designing co-creation ventures.

Originality/value

The six-question assessment framework is applied to the case of the Xerox-P&G co-innovation partnership, which illustrates how such significant co-creation initiatives might be profiled, and their main design choices analyzed.

Article
Publication date: 8 August 2022

Cristina García-Magro, María-Luz Martín-Peña and José María Sánchez-López

This study aims to investigate the impact of utilitarian, hedonic and social emotional mechanics in gamified digital platforms on the components of value co-creation.

Abstract

Purpose

This study aims to investigate the impact of utilitarian, hedonic and social emotional mechanics in gamified digital platforms on the components of value co-creation.

Design/methodology/approach

Hypotheses are proposed to test the emotional mechanics of gamification as antecedents of value co-creation in terms of the components of the DART (dialogue, access, risk assessment, transparency) model. The Nike+ gamified digital platform is used as the context for the empirical analysis. The hypothesis testing is performed from the consumer perspective, with data gathered using a questionnaire sent to users of the Nike+ application.

Findings

The social emotional mechanics of gamification have a positive impact on the value creation components of dialogue, access, transparency and risk. Utilitarian and hedonic mechanics also exert an impact on the value creation component of access. This study contributes to the value co-creation literature. The findings also reveal the role of customer emotions in embracing gamified platforms in a business-to-business-to-consumer (B2B2C) ecosystem.

Practical implications

Practitioners and consumers in B2B2C ecosystems can gain insight into how to interact in digital gamified platforms and how to co-create value. This study shows the importance of customers’ emotional mechanics when participating in gamified platforms. The results can help organisations ensure the success of their value co-creation processes.

Originality/value

This paper proposes a combination of approaches that have traditionally been studied in isolation, placing emotions at the heart of the value co-creation paradigm.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 16 August 2022

Pedro Carvalho and Helena Alves

This study aims to develop a systematic literature review of customer value co-creation in the hospitality and tourism industry and present the different views of the…

Abstract

Purpose

This study aims to develop a systematic literature review of customer value co-creation in the hospitality and tourism industry and present the different views of the scientific community, highlighting the dimensions, antecedents and outcomes of customer value co-creation.

Design/methodology/approach

This study adopted a systematic review process guided by the preferred reporting items for systematic reviews and meta-analyses protocol. Data were collected through a search for papers in Scopus, EBSCO, Web of Science and Science Direct databases. The systematic review was performed based on 216 validated articles.

Findings

The study reveals that the manifestations of customer value co-creation can be understood, based on two fundamental dimensions: customer behaviours and factors that shape co-creation. However, some antecedents are closely linked to the customer, social environment, service provider and technological resources. Moreover, there are numerous outcomes resulting from customer value co-creation, grouped in customer results, perceived value and organizational performance and market outcomes.

Practical implications

This research contributes to a more informed explanation for hospitality and tourism organizations about the importance of tourist and guest involvement in value co-creation. This systematic knowledge can facilitate the design of the service, as well as the value proposition offered by hospitality and tourism organizations.

Originality/value

The study extends the literature by systematizing the empirical and conceptual knowledge, using for the first time a systematic literature review.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Open Access
Article
Publication date: 29 August 2022

Minni Haanpää

This study aims to propose a novel concept of choreography as a way of understanding co-creation of value and thus develops the spatial analytical dimensions of co-creation

Abstract

Purpose

This study aims to propose a novel concept of choreography as a way of understanding co-creation of value and thus develops the spatial analytical dimensions of co-creation theorising.

Design/methodology/approach

This conceptual paper contemplates the meanings and possibilities of leveraging the theoretical underpinnings of value co-creation, from the viewpoint of value-in-experience.

Findings

The concept of choreography opens up a way to read knowledge as movement. It enables a way to elaborate on both the phenomenological and non-representational aspects of co-creation processes. Conceptualising co-creation through such a lens, where knowing is seen as an on-going, spatio-temporal and affective process formed in movement, posits opportunities to further understand the value co-creation practices of experiences. Choreography gives access to the kinaesthetic and affective nature of knowing gained in and through different spatio-temporal contexts and can, in turn, be mobilised in others.

Originality/value

Only a few studies have conceptualised co-creation in relation to a spatio-temporal phenomenon. Notably, this study connects co-creation with mobilities and thus constructs a novel view of knowledge and value creation.

Details

Qualitative Market Research: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 9 August 2022

Qing Zhou, Yue Zhang, Wei Yang, Liqin Ren and Ping Chen

This paper aims to explore and analyze how a focal firm, coming from emerging economies, of the multinational technology standard alliance ecosystem engages different…

Abstract

Purpose

This paper aims to explore and analyze how a focal firm, coming from emerging economies, of the multinational technology standard alliance ecosystem engages different actors of the alliance in value co-creation practice, contributing to product collaborative innovation and reciprocal standards cooperation.

Design/methodology/approach

Based on in-depth interviews, primary company, and secondary documents, this paper conducts an exploratory single case study of TechAlpha to investigate the practice of value co-creation in the multinational technology standard alliance (MTSA).

Findings

Based on the extended resource-based view (ERBV), this paper finds that in the MTSA ecosystem, actor engagement sets the anchor for the focal firm in the MTSA to dominate the resource interaction, achieving a greater interaction through goal co-discussion, standard co-construction and achievement co-sharing. Resource interaction is composed of standard resource identification, standard resource sharing, and standard resource alignment, putting a high value on the practice of value co-creation. Value co-creation dominated by the focal firm of the MTSA is embodied in the synergy of actor engagement and resource interaction.

Originality/value

This paper contributes to the relevant literature by illustrating how the focal firm coming from emerging economies of the MTSA enables value co-creation through adjusting the situation of actor engagement and exerting its standards resource interaction. This paper also advances the process of acquisition, integration, and reconstruction of heterogeneous resources throughout the MTSA by offering a new supplementary perspective and new evidence from a Chinese firm.

Details

Industrial Management & Data Systems, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 4 August 2022

Cesar Casiano Flores, A. Paula Rodriguez Müller, Shefali Virkar, Lucy Temple, Trui Steen and Joep Crompvoets

The purpose of this paper is to propose an enhanced conceptual model for the integrated public service (IPS) functionality of the European interoperability framework…

Abstract

Purpose

The purpose of this paper is to propose an enhanced conceptual model for the integrated public service (IPS) functionality of the European interoperability framework (EIF). The enhanced model incorporates co-creation within the three stages of the IPS cycle. While co-creation can provide innovative routes to overcome interoperability challenges, how co-creation can be a part of the EIF has not been tackled before (Casiano Flores, et al., 2021).

Design/methodology/approach

A preferred Reporting Items for systematic reviews and meta-analyses scoping literature review was used to develop the model and identify decisive aspects of co-creation, service users and service providers. Next, a purposive snowball sampling of grey literature comprising primarily of official documentation produced by the European Union was then undertaken to further inform the central argument. Finally, the subsequent validation of the model and derived conclusions was undertaken both internally and externally by peers and experts.

Findings

Relationships between key sets of actors during co-creation are bi-directional. Furthermore, different sets of actors are, in turn, service providers and service users depending on the service provided and the stage in the public service cycle under consideration. Understanding these bi-directional interrelationships can help improve public services provided by governmental actors through collaboration with users.

Originality/value

Most public service delivery models see relationships between key stakeholders as unidirectional and one-dimensional. By contrast, this study proposes a shift in paradigm where IPS users are not passive actors and mere consumers of services but instead are key stakeholders actively participating in IPS provision.

Details

Transforming Government: People, Process and Policy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6166

Keywords

Article
Publication date: 15 July 2022

Tram-Anh Ngoc Pham, Hau Nguyen Le, Dung Tien Nguyen and Thuy Ngoc Pham

Understanding customers’ expertise for better service co-creation is of great importance. To be an effective co-creator, customers need to have much more knowledge than a…

Abstract

Purpose

Understanding customers’ expertise for better service co-creation is of great importance. To be an effective co-creator, customers need to have much more knowledge than a basic literacy, which is appropriate for passive service consumption. This paper aims to propose the concept of customer service co-creation literacy (SCL) to capture not only the basic expertise but also the expertise for active service co-creation. This study then investigates how SCL can be cultivated and how it facilitates customer co-creation behavior, which subsequently leads to enhanced value.

Design/methodology/approach

A conceptual model was developed and tested in the health-care service context using a sample of 310 patients. CB-SEM/AMOS software package was used for data analysis.

Findings

SCL has different impacts on three components of co-creation behavior, which in turn influence the service value differently. SCL not only solely facilitates co-creation behavior but also directly increases customer value. SCL can be cultivated by social support and frontline employee interaction.

Practical implications

The findings offer managerial and societal implications for cognitive interventions to develop customers’ SCL, which is aligned to customers’ needed literacy for co-creation and well-being.

Originality/value

The newly proposed concept of SCL is shown to be more appropriate in research adopting the service-dominant logic. Its importance as one type of customer operant resource for value co-creation is underscored. Findings also uncover how other actors indirectly contribute to customers’ value co-creation via developing their SCL resources.

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