TY - JOUR
T1 - Resources integrators in social media
T2 - an analysis of value cocreation
AU - Losada-Otalora, Mauricio
AU - Peña-García, Nathalie
AU - Juliao-Rossi, Jorge
N1 - Publisher Copyright:
© 2024, Emerald Publishing Limited.
PY - 2024/10/29
Y1 - 2024/10/29
N2 - Purpose: This study aims to identify the groups of value cocreators in the context of social media in the retail banking industry and resources that predict customer membership among different groups of value cocreators. Design/methodology/approach: This study reviewed the literature and developed measurement instruments for the constructs of interest. Data were collected from 406 customers in an emerging market in 2019 and analyzed using latent profile analysis. Findings: This study identified three profiles of value cocreators on social media based on the actual practices of resource integration that enliven value cocreation. Second, this study explains the differences in the performance of resource integration practices to cocreate by the types of resources that customers integrate into social media. Third, this study fills the need for knowledge of value cocreation in different contexts and industries (e.g. banks). Originality/value: This study analytically relates a set of resources to the variety and intensity of the value cocreation practices adopted by bank customers in interactive environments. The emphasis on how value cocreation practices in online environments combined with customer resources (e.g., a person-centered approach) allows to identify unique profiles of value cocreators on social media. The findings inform managers of the profiles of cocreators, which customers are more attractive as value cocreators on social media, and which resources managers should help customers develop to increase cocreation on social media.
AB - Purpose: This study aims to identify the groups of value cocreators in the context of social media in the retail banking industry and resources that predict customer membership among different groups of value cocreators. Design/methodology/approach: This study reviewed the literature and developed measurement instruments for the constructs of interest. Data were collected from 406 customers in an emerging market in 2019 and analyzed using latent profile analysis. Findings: This study identified three profiles of value cocreators on social media based on the actual practices of resource integration that enliven value cocreation. Second, this study explains the differences in the performance of resource integration practices to cocreate by the types of resources that customers integrate into social media. Third, this study fills the need for knowledge of value cocreation in different contexts and industries (e.g. banks). Originality/value: This study analytically relates a set of resources to the variety and intensity of the value cocreation practices adopted by bank customers in interactive environments. The emphasis on how value cocreation practices in online environments combined with customer resources (e.g., a person-centered approach) allows to identify unique profiles of value cocreators on social media. The findings inform managers of the profiles of cocreators, which customers are more attractive as value cocreators on social media, and which resources managers should help customers develop to increase cocreation on social media.
KW - Cocreation
KW - Latent profile analysis
KW - Resource integrators
KW - Retail banking industry
KW - Social media
KW - Value cocreation
UR - http://www.scopus.com/inward/record.url?scp=85185266900&partnerID=8YFLogxK
U2 - 10.1108/EBR-01-2022-0005
DO - 10.1108/EBR-01-2022-0005
M3 - Article
AN - SCOPUS:85185266900
SN - 0955-534X
VL - 36
SP - 816
EP - 845
JO - European Business Review
JF - European Business Review
IS - 6
ER -