期刊
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
卷 50, 期 3, 页码 429-459出版社
SPRINGER
DOI: 10.1007/s11747-022-00837-y
关键词
Service innovation; Social commerce; Social media influencers; Social media technologies; Technology affordances
类别
资金
- National Natural Science Foundation of China [71802204, 71832014, 72032009]
This qualitative study explores the emerging roles of social media influencers and their resource integration behaviors in service innovation. By developing a framework that explains the influence of social media technology on influencers' innovation behaviors, the study contributes to research and practice in consumer-led service innovation in the emerging digital world.
Social media technologies have given rise to influencers who shape the purchasing behaviors of their followers (peer consumers), thus enabling consumer-initiated social commerce. However, few studies have explored how social media influencers, and more broadly, consumers, actively integrate resources to engage in service innovation in social commerce. This qualitative study (involving two firms and their influencers) examines the emerging roles of social media influencers and their resource integration behaviors in service innovation. Drawing on the service-dominant logic and the technology affordance theory, the study advances a framework that identifies the resource integration behaviors that underlie two primary roles of influencers-communicator and innovator-and explains how social media technology affordances facilitate these behaviors, and thereby, the ensuing innovation outcomes. By focusing on the technology-mediated processes of social media influencers' engagement in service innovation, we contribute to research and practice in consumer-led service innovation in the emerging digital world.
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