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Article
Publication date: 27 September 2022

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

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: 13 October 2022

Trang Tran, David G. Taylor and Chao Wen

Branded applications (apps) are increasingly important in marketers' omnichannel strategies. They have not only changed the way customers purchase but also changed the way…

Abstract

Purpose

Branded applications (apps) are increasingly important in marketers' omnichannel strategies. They have not only changed the way customers purchase but also changed the way how companies interact with customers. Building on value co-creation literature, this research investigates consumer brand engagement's role in enhancing perceived quality and brand loyalty via value co-creation.

Design/methodology/approach

Using online survey data from 355 brand app users, a conceptual model is tested employing the partial least squares structural equation modeling.

Findings

The results suggest that not only does branded app personalization drives brand co-creation (fully mediated by consumer brand engagement) but that this process also increases perceived quality and brand loyalty among users of branded apps.

Research limitations/implications

Data for the study are self-reported and thus may not accurately reflect actual attitudes and behaviors. In addition, respondents were students within the United States who, although representative of branded app users, may limit the generalizability of the study.

Practical implications

Knowing that branded apps can influence customers' perception of the quality and value of their apps, products and services, or even their associated brands, marketers and app designers should work together to provide a value co-creation platform through the apps to increase customers' personalized, engaging experience.

Originality/value

Although various relationships between personalization, engagement and co-creation have been studied, along with their impact on loyalty and perceived value, the interaction between these factors is not widely understood. The study examines these interactions in the context of branded apps, through the service-dominant logic perspective.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

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

Book part
Publication date: 5 December 2018

Han Shen, Xinge Li and Yangfan Zhang

With the development of tourism industry, online travel agencies (OTA) have gradually become an important channel for tourism product supplies and sales. Some OTAs provide…

Abstract

With the development of tourism industry, online travel agencies (OTA) have gradually become an important channel for tourism product supplies and sales. Some OTAs provide consumers with a platform for tourism guidance and online travel sharing. They not only satisfy some tourists’ desire to share their experiences but also provide reference for more consumers to choose travel products. This process is the process of value co-creation by customers and online travel companies. This study is conducted under DART theory, a theoretical framework of value co-creation composed of four dimensions, namely dialog, access, risk-assessment, and transparency. Brand equity is divided into four aspects: brand loyalty, brand awareness, customer perceived value, and brand image. This study uses the structural equation model to investigate the impact of customer value co-creation behavior on brand equity of online travel enterprises and interprets the process and mechanism of customer value co-creation behaviors for online travel business brand equity, which provides more efficient strategies and methods for platform interaction and value co-creation.

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. 25 no. 5
Type: Research Article
ISSN: 1352-2752

Keywords

Book part
Publication date: 6 December 2013

Melissa Archpru Akaka, Hope Jensen Schau and Stephen L. Vargo

This chapter explores the nature of the cultural context that frames value creation and provides insight to the way in which value is collaboratively created, or…

Abstract

Purpose

This chapter explores the nature of the cultural context that frames value creation and provides insight to the way in which value is collaboratively created, or co-created, in markets.

Methodology/approach

We develop a conceptual framework and research propositions for studying the co-creation of value-in-cultural-context through the intersection of consumer culture theory (CCT) and service-dominant (S-D) logic and the integration of a practice-theoretic approach for value co-creation.

Research implications

The integration of CCT, S-D logic, and practice theory provides a conceptual framework for studying the co-creation of value among multiple stakeholders and the (re)formation of markets.

Practical implications

Drawing on this framework, marketers can contribute to the co-creation of new markets by influencing changes in cultural contexts – practices, norms, meanings, and resources – that frame value co-creation and exchange.

Originality/value of chapter

This chapter explores the integration of CCT and S-D logic by focusing on value co-creation and applying a practice approach to further weave together these distinct research areas. In addition, the proposed framework elaborates the conceptualization of value-in-context to consider the cultural context that influences and is influenced by the co-creation of value.

Book part
Publication date: 25 June 2012

Bo Edvardsson, Per Skålén and Bård Tronvoll

Purpose – The aim is to introduce a sociological perspective on resource integration and value co-creation into service research using a service systems approach.

Abstract

Purpose – The aim is to introduce a sociological perspective on resource integration and value co-creation into service research using a service systems approach.

Methodology/approach – Conceptual and a case study of the service system a Telecom Equipment and Service Provider is embedded in is reported.

Findings – The service practice of the service system is framed by social structures of signification, legitimation, and domination. However, the practice is also independent of the structures since it is embedded in and shapes the structural realm.

Research implications and limitations – Drawing on structuration and practice theory, the chapter offers a new framework describing how social and service structures and practices can inform and reveal mechanisms of service system dynamics. Based on the framework, three propositions are developed focusing on the mechanisms of resource integration and value co-creation. The implications need to be generalized in future research by studying other empirical contexts.

Practical implications – The chapter provides some tentative guidelines on how organizations can design service systems that enable and support customers and other actors in their resource integration and value co-creation processes by paying attention to social structures and forces and not only resources as such.

Originality – The chapter explicates how social structures have implications for value co-creation and resource integration in service system. It makes systematic use of structuration and practice theory to understand the social dimensions of service systems. A distinction between intended and realized resource integration is made.

Details

Special Issue – Toward a Better Understanding of the Role of Value in Markets and Marketing
Type: Book
ISBN: 978-1-78052-913-4

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. 122 no. 9
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 14 June 2022

Pantea Foroudi, Reza Marvi and Nazan Colmekcioglu

This study aims to address the following three questions: What are the main factors influencing co-creation behaviour among peers in a peer-to-peer (P2P) platform? What…

Abstract

Purpose

This study aims to address the following three questions: What are the main factors influencing co-creation behaviour among peers in a peer-to-peer (P2P) platform? What are the key consequences of such behaviour? and What are the main factors that positively influence a sense of commitment among peers in a P2P platform?

Design/methodology/approach

This study used a positivist paradigm to scrutinise the causal associations between the scale validation and causal configurations of influential factors by using fuzzy set qualitative comparative analysis.

Findings

Findings indicate that the significance of co-creation behaviour in enhancing the sense of commitment in a P2P platform. The implications for hospitality managers and researchers are discussed.

Practical implications

The findings of this research provide interesting insights for peer providers in a peer platform on how to enhance co-creation. They also offer guidelines on how to build a positive sense of commitment in the peer platform.

Originality/value

By investigating co-creation behaviour at the peer level, this research offers a unique theoretical contribution. Drawing on complexity theory, the research also proposes two tenets supporting the managerial contribution by identifying and clarifying how co-creation behaviour and related constructs can lead to a sense of commitment between peers in a P2P platform.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 12
Type: Research Article
ISSN: 0959-6119

Keywords

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