The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities

  1. Lookup NU author(s)
  2. Dr YiChuan Wang
  3. Dr Nick Hajli
Author(s)Wang Y, Hsiao S, Yang Z, Hajli N
Publication type Article
JournalIndustrial Marketing Management
Year2016
Volume54
Issue
Pages56-70
ISSN (print)0019-8501
ISSN (electronic)1873-2062
Full text for this publication is not currently held within this repository. Alternative links are provided below where available.
This study integrates social influence theory, virtual community of practice, and practice-based approaches into a single theoretical model to examine the role of sellers’ social influence in B2B virtual communities in innovation collaborations with co-creating users, which in turn affects firms’ brand awareness in the marketplace. Specifically, its main goal is to unravel the relationships among social influence, co-innovation practices and industrial brand awareness in the B2B virtual community context. The model was tested using a dataset gathered via an online survey of four large-scale software-as-a-service (SaaS) forums in LinkedIn. Empirical findings from our survey of 190 business professionals in SaaS-based companies indicate that sellers’ social identity and social comparison are key activators for developing a series of co-innovation activates and co-innovation practices make potential customers more aware of company brands. The contributions of this study provide new insights into effective B2B social media marketing techniques by elaborating how to orchestrate innovation with virtual communities for boosting industrial brand awareness.
PublisherElsevier
URLhttp://dx.doi.org/10.1016/j.indmarman.2015.12.008
DOI10.1016/j.indmarman.2015.12.008
Actions    Link to this publication

Altmetrics provided by Altmetric

Share