Adopting social media affordances to facilitate value co-creation in SMEs

Nithikulsak, Ariya (2024) Adopting social media affordances to facilitate value co-creation in SMEs. In: Academy of Marketing Conference 2024 paper proceedings :. Academy of Marketing, GBR. ISBN 978-1-3999-9060-8
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Despite the growing importance of social media-enabled value co-creation, the understanding of how firms, specifically SMEs, can maximise the use of social media affordances for value co-creation remains limited. This research explores the adoption of different social media affordances to facilitate value co-creation activities with customers. We adopted an inductive multiple-case study approach and the findings reveal some affordances as mechanisms to facilitate co-creation for multiple outcomes while others may not contribute significantly.


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