Mining Blogs And Forums To Understand the Use of Social Media in Customer Co-creation

Abstract

Social media have been used by some companies to support customer co-creation in recent years. However, few academic studies have been done to investigate the use of social media in customer co-creation. To understand the current state-of-the-art and future trends about the use of social media in customer co-creation, we conducted two studies to analyze relevant posts on blogs and social media-based online forums. This study reveals some interesting patterns, themes and future trends in this specific area. Recommendations are given to help managers engage in co-creation activities with customers.

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