Social networks and customer involvement in new service development (NSD): the case of www.mystarbucksidea.com.

Purpose – The study aims to use netnography to investigate the role of customers' contributions in social networks for NSD purposes.Design/methodology/approach – The study adopted an exploratory case study methodology to conduct a content analysis of customers' contributions in a social network, namely www.mystarbucksidea.com. Netnography was used for data analysis and interpretation.Findings – The findings reveal that online customers' interactions and dialogues enable customers to share and understand the context of using services, which in turn triggers emotions and cognition that help customers to generate and further enhance ideas for new services. Thus, the variety of customers and the sharing of their diverse roles have a positive influence on enabling participants of online social networks to generate new service ideas.Research limitations/implications – The findings are applicable to the study's context, but future research should try to triangulate and enhance them by conducting studies in other...

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