Title: A resource mapping framework for value co-creation in social media

Authors: Qian Yuan; Shuqin Cai; Peng Zhou

Addresses: School of Management, Huazhong University of Science and Technology, Luoyu Load, Wuhan, Hubei Province, China ' School of Management, Huazhong University of Science and Technology, Luoyu Load, Wuhan, Hubei Province, China ' School of Management, Huazhong University of Science and Technology, Luoyu Load, Wuhan, Hubei Province, China

Abstract: It is urgent for companies to sustain high levels of customer satisfaction in social media where customer opinions and attitudes propagate through a large population quickly. The value of customer participation has been emphasised in order to improve the information exchanging between customers and companies. Value co-creation is one of the most important ways to achieve that goal; and resources are the key issues towards value co-creation processes. To enhance competition power and improve the customer satisfaction, companies must have a deep insight of value co-creation, especially from the perspective of resources. In this paper, a resource mapping framework in social media has been given based on the value co-creation theory. The value co-creation processes have been split into three sub-processes: company resource-mapping processes, customer resource-mapping processes and encounter resource-mapping processes. Lastly, an instance has been analysed to prove the proposed framework applicability.

Keywords: social media; value co-creation; resource mapping framework; negative WOM; word of mouth; virtual organisations; networking; customer participation; customer satisfaction; resources.

DOI: 10.1504/IJNVO.2014.065082

International Journal of Networking and Virtual Organisations, 2014 Vol.14 No.1/2, pp.25 - 39

Received: 02 Nov 2013
Accepted: 30 Apr 2014
Published online: 29 Oct 2014 *

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