A taxonomy of value co-creation on Weibo – a communication perspective

Purpose To develop a taxonomy of value co-creation types occurring in firm-customer interactions on social media. Design/methodology/approach 570 DMO-initiated posts on Weibo and 3137 responses were collected to develop a taxonomy by conducting qualitative empirical-to-conceptual analysis. To apply the taxonomy through conceptual-to-empirical analysis, 100 DMO-initiated posts and 823 responses were collected. Findings The communication-focused value co-creation taxonomy shows a variety of types of co-creators, verbal and non-verbal communicative co-creation actions facilitated by social media, and different co-created value types. Research limitations/implications This study used a single social media platform and selected 3 DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms. Practical implications This study used a single social media platform and selected 3 DMOs’ Weibo accounts. Future research should focus on other types of firms and differen...

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