Service co-creation on social media: varieties and measures among nonprofit organizations

Namisango, F; Kang, K; Rehman, J

Service co-creation on social media: varieties and measures among nonprofit organizations

Namisango, F

Kang, K

Rehman, J

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Publisher:: Emerald
Publication Type:: Journal Article
Citation:: Journal of Service Theory and Practice, 2021, ahead-of-print, (ahead-of-print)
Issue Date:: 2021-04-29

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Field	Value	Language
dc.contributor.author	Namisango, F https://orcid.org/0000-0003-2959-6488
dc.contributor.author	Kang, K https://orcid.org/0000-0003-4252-9802
dc.contributor.author	Rehman, J https://orcid.org/0000-0002-3397-5707
dc.date.accessioned	2021-06-04T14:32:21Z
dc.date.available	2021-06-04T14:32:21Z
dc.date.issued	2021-04-29
dc.identifier.citation	Journal of Service Theory and Practice, 2021, ahead-of-print, (ahead-of-print)
dc.identifier.issn	2055-6225
dc.identifier.uri	http://hdl.handle.net/10453/149421
dc.description.abstract	<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>Little is known about the variations in service co-creation on social media, despite the resource integrating capabilities and co-creator roles afforded by these platforms. The gap is even more troubling in the nonprofit sector, where leveraging public interaction on social media is prevalent and vital to charitable and philanthropic endeavors. Arguably, such interaction is embedded in resource integrating activities leading to nonprofit service co-creation. This paper reports the forms, dimensions or service co-creation measures enabled by social media use in the nonprofits' sector.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>The authors conducted a sequential exploratory mixed methods design. First, the authors interviewed 19 social media managers in education, health and social service nonprofit organizations to identify the varieties in service co-creation realized. Second, the authors surveyed 73 nonprofit organizations on social media and gathered 267 useable responses, which were used to analyze and validate the identified forms of service co-creation.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The authors found that nonprofit organizations realize up to seven forms of service co-creation using social media. These include co-ideating to tweak service ideas, co-diagnosing social needs and problems, co-assessing service events, co-transforming services to targeted communities, co-advocating for community and service reach, co-resourcing in service delivery, and co-experiencing through a pool of diverse service experiences.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study develops a reliable and valid multidimensional measure for nonprofit service co-creation enabled by social media platforms. Theoretically, this study offers a nonprofit service co-creation model to drive nuanced explanatory research and service co-creation perspectives in other contexts and engagement platforms. Managerially, this research illustrates the variations in service co-creation, which inform the strategic value of social media to nonprofits and will assist nonprofit practitioners in planning and evaluating their service co-creation outcomes.</jats:p></jats:sec>
dc.language	en
dc.publisher	Emerald
dc.relation.ispartof	Journal of Service Theory and Practice
dc.relation.isbasedon	10.1108/jstp-07-2020-0146
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	15 Commerce, Management, Tourism and Services
dc.subject.classification	Marketing
dc.title	Service co-creation on social media: varieties and measures among nonprofit organizations
dc.type	Journal Article
utslib.citation.volume	ahead-of-print
utslib.for	15 Commerce, Management, Tourism and Services
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Strength - HCTD - Human Centred Technology Design
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Professional Practice and Leadership
pubs.organisational-group	/University of Technology Sydney/Strength - CAMGIS - Centre for Advanced Modelling and Geospatial lnformation Systems
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Information, Systems and Modelling
utslib.copyright.status	closed_access	*
dc.date.updated	2021-06-04T14:32:17Z
pubs.issue	ahead-of-print
pubs.publication-status	Published online
pubs.volume	ahead-of-print
utslib.citation.issue	ahead-of-print

Abstract:

PurposeLittle is known about the variations in service co-creation on social media, despite the resource integrating capabilities and co-creator roles afforded by these platforms. The gap is even more troubling in the nonprofit sector, where leveraging public interaction on social media is prevalent and vital to charitable and philanthropic endeavors. Arguably, such interaction is embedded in resource integrating activities leading to nonprofit service co-creation. This paper reports the forms, dimensions or service co-creation measures enabled by social media use in the nonprofits' sector.Design/methodology/approachThe authors conducted a sequential exploratory mixed methods design. First, the authors interviewed 19 social media managers in education, health and social service nonprofit organizations to identify the varieties in service co-creation realized. Second, the authors surveyed 73 nonprofit organizations on social media and gathered 267 useable responses, which were used to analyze and validate the identified forms of service co-creation.FindingsThe authors found that nonprofit organizations realize up to seven forms of service co-creation using social media. These include co-ideating to tweak service ideas, co-diagnosing social needs and problems, co-assessing service events, co-transforming services to targeted communities, co-advocating for community and service reach, co-resourcing in service delivery, and co-experiencing through a pool of diverse service experiences.Originality/valueThis study develops a reliable and valid multidimensional measure for nonprofit service co-creation enabled by social media platforms. Theoretically, this study offers a nonprofit service co-creation model to drive nuanced explanatory research and service co-creation perspectives in other contexts and engagement platforms. Managerially, this research illustrates the variations in service co-creation, which inform the strategic value of social media to nonprofits and will assist nonprofit practitioners in planning and evaluating their service co-creation outcomes.

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http://hdl.handle.net/10453/149421