A resource mapping framework for value co-creation in social media

Abstract

It is a common problem for companies to sustain high levels of customer satisfaction in social media where customer opinions and attitudes propagate through a large population quickly. The value of customer participation has been emphasized in order to improve the information exchanging between customers and companies. Value co-creation is one of the most important ways to achieve that goal; and resources are the key issues towards value co-creation processes. To enhance competition power and improve the customer satisfaction, companies must have a deep insight of value co-creation, especially from the perspective of resources. In this paper, a resource mapping framework in social media has been given based on the value co-creation theory. The value co-creation processes have been split into three sub-processes: company resource-mapping processes, customer resource-mapping processes and encounter resource-mapping processes. At last, an instance has been analyzed to prove the proposed framework applicability.

Social media based value creation and business models

“…The lack of consensus in terms of theories and models indicates the novelty of the studies' research themes. Multiple case study 7 Bjørn-Andersen et al, 2009;Cortimiglia et al, 2011;Enders et al, 2008;Pihl and Sandström, 2013;Wikström and Ellonen, 2012;Wirtz et al, 2010;Yuan et al, 2014 Single case study 3 Lehmkuhl, 2013;Ramdani and Rajwani, 2010;Shih et al, 2014 Data sources Authors Interview 6 Cortimiglia et al, 2011;Enders et al, 2008;Lehmkuhl, 2013;Ramdani and Rajwani, 2010;Wikström and Ellonen, 2012;Wirtz et al, 2010 Online communities and platforms, blogs 6 Enders et al, 2008;Kaplan and Haenlein, 2011;Lee, 2011;Lehmkuhl, 2013;Pihl and Sandström, 2013;Yuan et al 2014 Websites (incl. YouTube) 5 Bjørn-Andersen et al, 2009;Cortimiglia et al, 2011;Lehmkuhl, 2013;Wielki, 2010;Wirtz et al, 2010;Wikström and Ellonen, 2012 Reports, statistics 4 Enders et al, 2008;Lehmkuhl, 2013;Ramdani and Rajwani, 2010;Wikström and Ellonen, 2012; News, press articles, public documents 4…”

“…Overall, the value creation mechanisms of social media use were rarely analyzed, or, at least, these analyses were generic and superficial. The only exception was Yuan et al's (2014) introduction of a new resource mapping framework. This framework followed the principles of the service-dominant logic of Vargo et al (2008) and included descriptions of company, customer, and encounter processes.…”

“…In the most recent papers, value creation was first analyzed in the context of fashion blogging (Pihl and Sandström, 2013), in which the focus was on the value relationships between fashion bloggers and end consumers. Second, it was analyzed in the context of microblogging and pharmaceutical services (see Yuan et al´s [2014] resource mapping framework for value co-creation in social media). Wikström et al, 2012 Not named Wirtz et al, 2010 (special focus on value propositions and revenue models) -…”

“…Giving more attention to emergent, but evolving theoretical approaches, such as the service-dominant logic, might offer a good starting point to companies interested in adopting new, innovative, social mediabased value (co)-creation tools and operation models. Agnihotri et al, 2012;Baghdadi, 2013;Bechmann and Lomborg, 2013;Chen 2009;vanDijk and Nieborg, 2009;Hajli, 2013;Kaplan and Haenlein, 2011;Lee, 2011;Merigó et al, 2013;Nath et al, 2010;Roblek et al, 2013;Yuan et al, 2014 Statistical survey 2 Cortimiglia et al, 2011;Horng, 2012 Qualitative survey 1 Bjørn-Andersen et al, 2009 Netnography 1 Pihl andSandström, 2013 Enders et al, 2008;Kaplan and Haenlein, 2011;Lee, 2011;Lehmkuhl, 2013;Pihl and Sandström, 2013;Yuan et al 2014 Websites (incl. YouTube) 5 Bjørn-Andersen et al, 2009;Cortimiglia et al, 2011;Lehmkuhl, 2013;Wielki, 2010;Wirtz et al, 2010;Wikström and Ellonen, 2012 Reports, statistics 4 Enders et al, 2008;Lehmkuhl, 2013;Ramdani and Rajwani, 2010;Wikström and Ellonen, 2012; News, press articles, public documents 4…”

“…Bjørn- Andersen et al, 2009;Cortimiglia et al, 2011;Enders et al, 2008;Pihl and Sandström, 2013;Wikström and Ellonen, 2012;Wirtz et al, 2010;Yuan et al, 2014 Single case study 3 Lehmkuhl, 2013;Ramdani and Rajwani, 2010;Shih et al, 2014 Data sources Authors Interview 6 Cortimiglia et al, 2011;Enders et al, 2008;Lehmkuhl, 2013;Ramdani and Rajwani, 2010;Wikström and Ellonen, 2012;Wirtz et al, 2010 Online communities and platforms, blogs…”