From Social Media to Social Product Development: The Impact of Social Media on Co-Creation of Innovation
Year: 2012
Type: article
Abstract: The objective of this paper is to discuss the impact of social media on customer co-creation in the innovation process. Customer co-creation denotes an active, creative and social collaboration process between producers and customers (users), facilitated by a company, in the context of new product or service development. We propose a typology of co-creation activities in order to develop conceptual arguments how social media can impact the relationships among customers involved in co-creation as well as the relationship between customers and the hosting firm. Social media can make economic-exchange relations more collaborative and social, but interestingly may also turn relations formerly based on social-exchange into money markets with strong competition among actors. As a result, we develop a set of questions that can lead future research in these regards.
Source: Die Unternehmung
Authors: Frank Piller, Alexander Vossen, Christoph Ihl
Institutions: RWTH Aachen University, BI Norwegian Business School
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2121152005