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
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.
Item Type | Book Section |
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Additional information | © 2024 Academy of Marketing. |
Date Deposited | 15 May 2025 16:51 |
Last Modified | 30 May 2025 23:20 |
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