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One of the novel concepts in the management literature is intimate co-creation. Considering it as the outcome of workplace persuasion, this study examines its effect via team-member exchange and ethical climate for the assessment of multigroup analysis. Finding a relationship among variables is not the core objective of the study. The core objective was to assess multigroup analysis for examining measurement scales' uniformity or perceptual differences across the male and female groups using measurement invariance.

This was a quantitative study for a survey of faculty members from the top 10 Pakistani universities. It employed state-of-the-art statistical techniques, including the application of the foundational social exchange theory and the utilization of multigroup analysis in structural equation modeling (SEM) with the Analysis of Moment Structure (AMOS). The research methodology was designed to investigate the relationships between workplace persuasion, ethical climate, team member exchange and intimate co-creation. A specific emphasis was placed on assessing whether gender influences these relationships consistently across male and female groups, as determined by measurement invariance tests.

This study underscores the significant impact of ethical persuasion in the workplace on enhancing intimate co-creation among individuals, offering invaluable insights for organizational leaders. Importantly, it emphasizes that gender dynamics do not influence this relationship, underscoring the imperative of addressing gender-related workplace issues to optimize intimate co-creation. This holds particular relevance for service-based organizations, such as universities in this case.

This study makes a significant contribution by exploring the concept of intimate co-creation within the realm of organizational science, while also highlighting the crucial importance of considering workplace gender dynamics. It offers fresh insights into how these dynamics influence group creativity, guiding human resource practices toward fostering innovation within gender-inclusive workplaces. These insights gain added relevance in the evolving post-COVID-19 era and in the context of AI integration. Notably, a distinctive contribution of this study to social exchange theory lies in its innovative application of multigroup analysis to variables related to gender.

The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty.

Using partial least squares modeling, the hypotheses testing involves the utilization of and data collection from 599 Chinese consumers who actively engage in brand communities in China.

Value co-creation practices in brand communities cultivate consumers' affective commitment and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty.

By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty, this research enhances the existing knowledge on value co-creation and brand management.

This systematic literature review aims to identify the main areas of study related to co-creation and innovation in Higher Education Institutions (HEIs), as well as the main external and internal stakeholders with whom co-creation is made.

The empirical approach is based on 258 articles selected from the Web of Science (WoS), Clarivate Analytics and Scopus, Elsevier databases, with analysis of titles, abstracts and keywords following a research protocol. VOS viewer and CitNetExplorer software were used, with the twin aim of identifying publications with a higher number of citations and designing maps of reference word co-occurrence.

The analysis led to three clusters being identified: Cluster 1. Management and transfer of knowledge from HEIs to companies; Cluster 2. Co-creation and innovation in HEIs through cooperation between universities and companies; and Cluster 3. Universities’ third mission and their role in developing entrepreneurship education. The results of the literature clusters analysis led to proposing a conceptual model of analysis.

Despite only employing two databases and the content analysis criteria, the three found clusters are linked, recognising the interplay between co-creation and innovation in HEIs, knowledge transfer to enterprises and the influence on HEIs' third goal.

This systematic literature review highlights and gives a picture of the state-of-the-art in co-creation and innovation in HEIs, as well as presenting a model of co-creation and innovation in HEIs that can contribute to reinforcing the University-Industry-Community ties.

This study can lead to a better knowledge of the issue of co-creation and innovation at HEIs, as well as a deeper analysis of the sorts of relationships between HEIs and their stakeholders, as well as its impact on surrounding areas and influence.

The research highlights the interaction between HEIs and their stakeholders on a basis of value co-creation and innovation, providing mutual benefits for all involved, as well as greater development and recognition of HEIs and their surrounding regions’ image andreputation. A future research agenda is also presented on the topic of co-creation and innovation in HEIs.

A sense of collective free-thinking with tangible goals makes co-creation an enlightening experience. Yet despite the freedom and organic flow of the methodology, there remain barriers to deploying co-creation in the real-world context. The aim was to understand the barriers and solutions to co-creation, reflect on applying co-creation in practice and co-create an applicable framework for co-creation.

These reflections and conceptual developments were completed using a Participatory Action Research Approach through the co-creation of the Erasmus+ funded Co-creating Welfare course.

Results presented are centric to the experiences in the United Kingdom but led to application at an international level. Problem formulation led to solutions devised about who should co-create, what co-creation aims to achieve, how to receive management buy-in, co-creating beyond the local face to face context and evaluation.

The Three Co’s Framework is proposed using the outline of: Co-Define, Co-Design and Co-Refine. Those who take part in co-creation processes are recommended to be called co-creators, with less focus on “empowerment” and more about facilitating people to harness the power they already have. Utilising online and hybrid delivery methods can be more inclusive, especially in response to the COVID-19 pandemic. The use of co-creation needs to be evaluated more moving forwards, as well as the output co-created.

The sharing economy has evolved as a result of the diffusion of information and communication technology and facilitates collaborative consumption and production otherwise known as value co-creation. The present research aims to explore the consumer responses to value co-creation in sharing economy such as satisfaction, brand preference and enduring buyer–platform relationships, amid consumer's CSR concerns.

Drawing on the sharing economy and value co-creation literature and rooted in the stimulus-organism-response framework, an online panel data provider was employed to recruit 393 actual sharing economy consumers from the United States. Empirical analyses are performed using structural equation modeling through Amos, version.27.

Findings confirm that value co-creation intentions contribute to consumers' satisfaction, brand preference and sustainable social relationships in the sharing economy. As expected, heightened concerns of corporate social responsibility (CSR) led to decreased consumer satisfaction with the sharing economy platform.

The study contributes to the digital sharing economy literature by emphasizing the role of CSR perceptions for building long-term relationships (buyer–platform relationships) where value co-creation is crucial.

This study aims to examine the impact of Lean 4.0 practices on value co-creation in the dairy ecosystem.

Data collection were carried out through a questionary application with 126 professionals linked to the dairy ecosystem, including milk producers, milk cooperatives and milk transporters. The data were analyzed using Cluster Analysis, Mann-Whitney test and Chi-Square test.

A strong relation was found between the use of Lean 4.0 tools and the increase in operational performance, in addition to milk quality. Moreover, it can be noted that the use of digital technologies from Industry 4.0 has a strong relation with dairy production optimization, in other words, it is possible to be more efficient in the dairy process via Lean 4.0 adoption.

The study is limited to analyzing the Brazilian dairy ecosystem. The results presented may not reflect the characteristics of the other countries.

Once the potential empirical impacts of the relation between Lean 4.0 and value co-creation are elucidated, it is possible to direct strategies for decision-making and guide efforts by researchers and professionals to deal with the waste mitigation present in the dairy sector.

Lean 4.0 proves to be a potential solution to improve the operational performance of the dairy production system. Lean 4.0, linked to value co-creation, allows the integration of the production sector with consumers, through smart technologies, so new services and experiences can be provided to the consumer market. Additionally, the consumer experience can be stimulated based on Lean 4.0, once the quality specification is highlighted based on data science and smart management control.

To the best of the authors’ knowledge, this is the first study that analyzes the interrelationship between the Lean 4.0 philosophy and the value co-creation in the dairy ecosystem. In this sense, the study reveals the main contributions of this interrelation to the dairy sector via value co-creation, which demonstrates a new perspective on the complementarity of resources, elimination of process losses and new experiences for the user through digital technologies integrated with the Lean Thinking approach.

Today social media capabilities have enabled businesses and enterprises to more collaboration, engagement and co-creation with their customers. So the current paper expands on this notion. The aim of this study is a bibliometric analysis to examine the trends of publications in the field of co-creation based on social media.

To data collection of quantitative analysis, Scopus database was selected and the collected data were analyzed using Bibliometrix-package. The Web of Science also was selected to retrieve highly cited and hot papers for qualitative part of analysis besides top 10 Scopus highest citation per year documents on June 6, 2020.

The results indicate insights into research trends pertaining to social media-based co-creation, as follows: starting jump to the publications occurred in this researches from the year 2008 and the growth trend is progressing in recent years; the stressful points are “co-design,” “co-creation” and “value co-creation” and concepts such as “open innovation,” “co-innovation” and “co-new product design” are new topics that guide future direction; the USA and UK are leaders in number of multiple and single publications; the most active and top journals that are better suited to achieving a high citation rate per year for a related paper were introduced. In addition, the top documents and highly cited papers were qualitatively analyzed on the basis of times cited per year.

The current study is not free of limitations. The database was limited to only Scopus. So the patterns and trends generated in the study may not be generalized to all social media-based co-creation research. Of course, the authors did not intend to ignore other contributions. It is mainly because of the number of documents retrieved from Scopus database and the coverage, Scopus was selected. Moreover, other types of research techniques such as correspondence analysis can be incorporated to generate additional meaningful insight.

In this time of social media and user-generated content portals, co-creation through social media has become quite popular. So the main innovation of this study is providing a visual presentation of the trends and patterns in the evaluation of social media-based co-creation from the first document about the research area published till 2020. The results of this paper can shed light on the factors that strengthen the contribution of studies in a research area. Generally, the bibliometric items the authors analyzed essentially show the entire field picture and guide researchers toward understanding future trends to produce impactful studies.

The business ambiguity because of COVID-19 has brought the tourism industry under stress. Using the service-dominant-logic and elaboration-likelihood-model, this study tested the effects of destination-based cognitive, affective and behavioral customer brand engagement (CBE) on customer brand co-creation (CBC). This research also examined the effects of involvement and CBC on customer revisit intention (CRI) during the COVID-19 pandemic. This study also tested the moderating role of customers’ age among the modeled relationships.

Investigating these matters, a sample of 315 tourists was recruited and adopted a mixed-method approach, including structural equation modeling (SEM) as well as fuzzy set qualitative-comparative analysis (fsQCA).

SEM results render that CBE’s dimensions exercise different impacts on CBC, which affect revisit-intention. Results ascertain customer involvement’s direct effects on CBC and revisit intention. Multi-group analysis uncovers that consumer age significantly moderates the CBC and CRI relationship, and their effect increases as consumers get older. The fsQCA results revealed more heterogenous combinations to predict CBC and revisit intention.

This study focuses on CBE, CBC and involvement, and contributes unique insight to tourism marketing research; thus, it identifies plentiful opportunities for further research, as summarized.

This study offers key implications for destinations to build tourism/marketing strategies to strengthen the CBE/CBC or tourist/destination–brand relationship.

Though CBE/CBC and involvement are identified as important research priorities, empirically derived insights among these and related factors remain limited in the course of the COVID-19 crisis.

本文采用结构方程模型(SEM)和模糊集定性比较分析(fsQCA)相结合的方法, 对315名游客进行了调查。

由于新型冠状病毒感染症(COVID-19)产生的业务不定性给旅游业带来了压力。本研究运用服务主导逻辑和精细似然模型, 检验了基于目的地的认知、情感和行为顾客品牌参与(CBE)对顾客品牌共同创造(CBC)的影响。本研究还考察了COVID-19大流行期间参与和CBC对客户重访意愿(CRI)的影响。检验了顾客年龄在模型关系中的调节作用。

SEM结果表明, CBE的维度对CBC有不同的影响, 而这种影响又会影响着重游意愿。结果确定了游客参与对CBC和重访意愿的直接影响。多群体分析发现, 消费者年龄显著调节CBC和CRI关系, 且随着消费者年龄的增长, 其作用增强。fsQCA结果显示需更多的异质组合来预测CBC和再访意向。

-本研究关注CBE、CBC和参与, 为旅游营销研究提供了独特的见解, 因此总结出了许多进一步研究的机会。

本研究为目的地建立旅游/营销策略以加强CBE/CBC或游客/目的地-品牌关系提供了重要启示。

尽管CBE/CBC和参与被认为重要的研究重点, 但在covid −19危机期间, 从这些因素和相关因素中得出的经验见解仍然有限。

Para investigar estas cuestiones, se seleccionó una muestra de 315 turistas y se utilizó un enfoque metodológico mixto que incluía el modelo de ecuaciones estructurales (SEM) y el análisis cualitativo-comparativo de conjuntos difusos (fsQCA).

La confusión empresarial debida a la pandemia del COVID-19 ha sometido al sector turístico a una fuerte tensión. Utilizando la lógica dominante del servicio y el modelo de elaboración de verosimilitud, este estudio examinó los efectos del compromiso cognitivo, afectivo y comportamental del cliente con la marca del destino (CBE) en la cocreación de la marca (CBC). Esta investigación también analizó los efectos de la implicación y la CBC en la intención de revisita (IRC) durante la pandemia COVID-19. Este estudio también evaluó el papel moderador de la edad de los clientes entre las relaciones establecidas.

Los resultados del SEM muestran que las dimensiones de la CBE ejercen diferentes impactos sobre la CBC, que afectan a la intención de revisita. Los resultados determinan los efectos directos de la implicación del cliente sobre la CBC y la intención de revisita. El análisis multigrupo revela que la edad del consumidor modera significativamente la relación entre el CBC y el IRC, y que su efecto aumenta a medida que los consumidores envejecen. Los resultados del fsQCA revelaron combinaciones más heterogéneas para predecir el CBC y la intención de volver a visitar.

Este estudio se centra en la CBE, la CBC y la implicación, y aporta una visión única a la investigación del marketing turístico, por lo que identifica numerosas oportunidades para futuras investigaciones.

Este estudio ofrece implicaciones clave para que los destinos construyan estrategias de turismo/marketing en el fortalecimiento de la relación CBE/CBC o turista/destino-marca.

Aunque la CBE/CBC y la implicación se identifican como importantes prioridades de investigación, las percepciones derivadas empíricamente entre estos factores y otros relacionados siguen siendo limitadas en el transcurso de la crisis del COVID-19.

Customer co-creation behaviors significantly affect a firm's performance and sustainable growth. This study tested the mediating role of corporate reputation in the relationship between corporate hypocrisy and two types of customer co-creation behaviors: customer citizenship behavior and customer participation behavior. The study also investigated the moderating effect of self-corporate brand connection on the corporate hypocrisy–corporate reputation relationship and the indirect relationship between corporate hypocrisy and customer co-creation behavior through corporate reputation.

The authors conducted a two-wave research survey with 346 Korean bank customers and tested our hypotheses using PROCESS Macro.

Corporate reputation mediated the relationship between corporate hypocrisy and customer citizenship/participant behavior. The negative effect of corporate hypocrisy on corporate reputation was more pronounced when self-corporate brand connection was high. Self-corporate brand connection further moderated the indirect effect of corporate hypocrisy on customer citizenship/participant behavior through corporate reputation.

The results clearly explain how corporate hypocrisy affects customer co-creation behavior. This study advances corporate hypocrisy and corporate reputation research by proposing and verifying a moderated mediation model.

This paper aims to address how perceived social media agility can promulgate co-creation processes, such as co-production and value-in-use, and how it impacts brand-related outcomes. This study also addresses calls for marketing scholars to investigate the types of personality traits that affect these potential relationships by accounting for the impact of technology reflectiveness.

This paper conducted an online survey with 321 adult subjects. The direct, indirect and conditional (moderation) effects were assessed using multivariate regression, various PROCESS models and the Johnson–Neyman technique (to probe the interaction terms). Additional supplemental analyses were conducted via PROCESS models.

The results show that perceived social media agility directly and indirectly (through co-production and value-in-use) positively influences brand attachment and that the order of these two processes matters (co-production followed by value-in-use). Results also show that the positive impact of perceived social media agility on co-production and value-in-use deviates for customers high in technology reflectiveness but can be manipulated according to which process comes first.

This paper expounds on the new construct of perceived social media agility by uniquely linking perceived social media agility to two distinct value co-creation processes (co-production and value-in-use) and brand-related outcomes while highlighting how consumer-specific traits can affect this relationship in a social media setting.