Consumer resource integration and service innovation in social commerce: the role of social media influencers

Abstract

Social media technologies have given rise to influencers who shape the purchasing behaviors of their followers (peer consumers), thus enabling consumer-initiated social commerce. However, few studies have explored how social media influencers, and more broadly, consumers, actively integrate resources to engage in service innovation in social commerce. This qualitative study (involving two firms and their influencers) examines the emerging roles of social media influencers and their resource integration behaviors in service innovation. Drawing on the service-dominant logic and the technology affordance theory, the study advances a framework that identifies the resource integration behaviors that underlie two primary roles of influencers—communicator and innovator—and explains how social media technology affordances facilitate these behaviors, and thereby, the ensuing innovation outcomes. By focusing on the technology-mediated processes of social media influencers’ engagement in service innovation, we contribute to research and practice in consumer-led service innovation in the emerging digital world.

B2B influencer marketing: Conceptualization and four managerial strategies

“…Borchers and Enke (2021) also highlighted influencers' competences and professionalism, and presented exclusion criteria for choosing an influencer, for example, extant partnership with a competitor, or suspicion of fake followers. Wu, Nambisan, Xiao, and Xie (2022) found that firms targeting product promotion benefited from influencers whose key asset was persuasion capital, whereas firms looking to build brands benefited from creative influencers.…”

Explication of the role of digital technologies in marketing management of a modern company

“…Consideration of digital technologies as an important factor of innovative customer service is proposed in [9] where empirical analysis was carried out on the basis of a case study. The mechanism of influence is revealed through technological Affordans (that is, permissible risky decisions), which are realized by consumers in the process of social interactions and the exchange of user experience.…”

“…Thus, digitalization technologies are presented as those that provide opportunities for communication between the company and potential consumers. Unresolved in work [9] are the questions of finding tools other than influencers in social media, tools based on digital innovations that affect the user experience of the consumer.…”

uso de Instragram por parte de los Influencers Gastronómicos

“…El concepto influencer ha sido analizado por numerosos investigadores (a modo de ejemplo: Castelló Martínez & del Pino Romero, 2015;Davies & Hobbs, 2020;Dhanesh & Duthler, 2019;Fernandes et al, 2022;González Oñate & Martínez Sánchez, 2020;Navarro et al, 2020;Sarmiento-Guede & Rodríguez-Tercerño;Sanz-Marcos et al, 2019;Steils et al, 2022;Wu et al, 2022). Sin embargo, aunque existen algunos estudios que se centran en examinar la comunicación efectuada por los líderes de opinión digitales relacionados con el mundo de la gastronomía (Alruwaily et al, 2020;Goodman & Jaworska, 2020;Romero-Cantero, et al, 2022, entre otros), estos son escasos, especialmente si se considera la red social Instagram como vehículo de comunicación y se tienen en cuenta las posibles diferencias existentes entre los influencers de comida sana y los catalogados como comidistas.…”