Social media content and product co-creation: an emerging paradigm

Abstract

Purpose-This paper aims to conceptualise and discuss the possible insights that can be generated for product development by analysing the user-generated content available from various social media platforms. Design/Methodology/Approach-The paper reviews, conceptualises and discusses the role of usergenerated content available on social media platforms for developing new products and their features (for example, appearance and shape). It explores the directions in which the relationship between social media content and customer-oriented concepts would evolve in developing successful new products. Findings-The review and arguments presented in this paper suggest that the social media approach adds more value than the traditional approaches for obtaining insights about the products. Availability of users' opinions and information about existing products provide insights for the improvement in the product design process. Co-creation and self-construal are important components that are based on costumer engagement and customer behaviour respectively in the product design and development. Practical Implications-As social media creates new ways of communication with users, businesses can include users into the product development process to improve and refine their products or for making the next generation of products. Originality/Value-This paper suggests a new approach in getting useful insights about the products from user-generated contents. This way of using social media helps businesses to move forward from the traditional product development paradigms.

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