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Sharing is caring: A case study of co-creation on Facebook
Högskolan Kristianstad, Sektionen för hälsa och samhälle.
2016 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

The increasing usage of social networking sites, such as Facebook has changed the way that corporations and customer interact with each other. New ways of customer-corporation interactions evolve constantly, enabling customers to participate and co-create value with the corporations. An organisation that has taken this a step further is Skånetrafiken, which uses Facebook as a channel for its customer service. This thesis focuses in the interactions that occur between Skånetrafiken and its customers, which in this case takes place on Facebook.

 

The purpose of this thesis is to explore the what, how and why customer and corporation interaction occur on Skånetrafiken's Facebook page. In order to approach the phenomenon of co-creation, we conducted a case study as a research design and strategy. Data collection methods we used were observations on Skånetrafiken’s Facebook page, an interview and a focus group discussion.  

 

The findings indicate that there must be an engagement for the co-creation process to begin and that the co-creation process is continuous rather than a fixed model. It further turned out that different types of interactions occur, not only customer-to-corporation, but also customer-to-customer and customer-to-employee interactions.

The limitations of the study imply that the findings cannot be generalised on all organisations since only one organisation have been examined. This thesis further gives a practical implication by presenting an applicable framework for co-creation on Facebook. Additionally, few if any have previously studied phenomenon of co-creation on Facebook, which contributes to the original value of the thesis.

sted, utgiver, år, opplag, sider
2016. , s. 62
Emneord [en]
Value creation, Co-creation, Social Network Sites, Facebook, DART-model
HSV kategori
Identifikatorer
URN: urn:nbn:se:hkr:diva-15761OAI: oai:DiVA.org:hkr-15761DiVA, id: diva2:954511
Fag / kurs
Företagsekonomi
Utdanningsprogram
Degree of Bachelor of Science in Business and Economics
Uppsök
Social and Behavioural Science, Law
Veileder
Examiner
Tilgjengelig fra: 2016-08-24 Laget: 2016-08-22 Sist oppdatert: 2016-08-24bibliografisk kontrollert

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