Vol. 2 No. 2 (2021)
Research Articles

Co-Creation in Provider Side for Developing Innovative Services: How New Technology-Based Firms Benefit from Social Media Platforms

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Sven-Ove Horst
Erasmus University Rotterdam, The Netherlands
Aidin Salamzadeh
The Innovation and Entrepreneurship Research Lab, GECC, London, UK
Pejman Ebrahimi
Doctoral School of Economic and Regional Sciences, Szent Istvan University, Hungary
Shaghayegh Kolli
University of Verona, Italy
DOI: https://doi.org/10.5278/njmm.2597-0445.7089

Published 23-03-2022

Keywords

  • Social Media,
  • Innovative Services,
  • Co-creation,
  • New Technology-based Firms

How to Cite

Horst, S.-O., Salamzadeh, A., Ebrahimi, P., & Kolli, S. (2022). Co-Creation in Provider Side for Developing Innovative Services: How New Technology-Based Firms Benefit from Social Media Platforms. Nordic Journal of Media Management, 2(2), 109–126. https://doi.org/10.5278/njmm.2597-0445.7089

Copyright (c) 2021 Sven-Ove Horst, Aidin Salamzadeh, Pejman Ebrahimi, Shaghayegh Kolli

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Purpose: Co-creation of business value has attracted research attention in recent years. However, few of them studied this subject from the provider side. Due to intensive competition in the markets to present new services that meet consumers’ needs, this study aims to answer the question of how value co-creation activities on social media platforms enable the new technology-based firms to create innovative services.

Design/Methodology: An online questionnaire distributed to a list of NTBFs that are officially registered and use Facebook and Instagram for customer relationship. 230 completed forms analysed by PLS-SEM using SmartPLS 3 software in order to estimate the measurement and structural model parameters as well as to test the research hypotheses.

Findings: Findings revealed that value co-creation facilitates building innovative services on social media platforms. It is shown that such a relationship is moderated by social co-creation activities that take place over social media.

Originality/Value: most of studies in the subject of co-creation focused on the customer side and few researches studied provider side. These findings underscore the importance of using social media as a critical tool to co-create value with users to develop innovative services. This knowledge is useful for practitioners and business owners to make better decision on if and how to use social media for becoming more innovative and competitive.

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