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http://hdl.handle.net/10609/146091
Title: | How advocacy and interactivity facilitate customer value co-creation behaviour in Instagram: a micro-perspective of unplanned and voluntary usage of hedonic social networking sites |
Author: | Gutiérrez Sánchez, Ramón |
Director: | Rodriguez-Ardura, Inma Meseguer-Artola, Antoni |
Abstract: | Our study offers a new conceptual model of value co-creation in hedonic social network sites, and it validates an adaptation of the Coleman bathtub to social interaction in Instagram. Few papers have studied empirically interactive platforms for value co-creation in the focal context of a service ecosystem under service-dominant logic. We use a CB-SEM methodological approach to quantitatively test the hypothesised connections between constructs in our structural model. The analysis of the statistical results allows us to validate the direct, indirect and total effects between the latent variables in the model. Furthermore, it empirically shows, for the studied sample of Instagrammers, the dual nature of interactivity, both networked and perceived; how customer participation behaviour relates to customer relationships with other Instagrammers; the resource integration patterns of social capital and the choreography of relational value; and finally as well as the positive impact of increased advocacy levels on customer participation behaviour during the unplanned and voluntary usage of Instagram. |
Keywords: | value co-creation interactivity hedonic social networking sites micro-foundations structural equation modelling |
Document type: | info:eu-repo/semantics/doctoralThesis |
Version: | info:eu-repo/semantics/publishedVersion |
Issue Date: | 18-May-2022 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Tesis doctorals |
Files in This Item:
File | Description | Size | Format | |
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Gutierrez_Sanchez_PhD_ research v1.pdf | Gutiérrez_Sánchez_dissertation | 10,35 MB | Adobe PDF | View/Open |
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