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

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.