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Cited by 66Service and Product InnovationDigital Marketing and Social MediaDiverse Aspects of Tourism Research

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

Ge, Jing, Gretzel, Ulrike·2018·International Journal of Contemporary Hospitality Management
DOI 10.1108/ijchm-09-2016-0557
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Abstract

Purpose This paper aims to develop a taxonomy of value co-creation types occurring in firm-customer interactions on social media. Design/methodology/approach In total, 570 destination marketing organization (DMO)-initiated posts on Weibo and 3,137 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 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 three 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 three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms. Originality/value This study enriches the tourism literature and the general marketing literature by examining value co-creation from a communication perspective and provides a comprehensive classification of value co-creation opportunities on social media.

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Crossref · 10.1108/ijchm-09-2016-0557

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Research works printed but not linked: 6

  1. 2012, Understanding social media in China, McKinsey Quarterly, 2, 78
  2. 2010, Twitter content classification, First Monday, 15
  3. 2000, Investigating Communication
  4. iResearch (2013), “2012-2013 China microblog marketing audience behavior report”, (Brief Edition), available at: www.iresearchchina.com/samplereports/5021.html (accessed 2 July 2014).
  5. 2002, The Content Analysis Guideboo
  6. 2016, State-owned or otherwise: dialogic construction of corporate identities by Chinese Banks on Sina Weibo, Intercultural Communication Studies, 25, 63

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Authors
Ge, J., & Gretzel, U.
ORCID
Ge, Jing
Venue
International Journal of Contemporary Hospitality Management
Publisher
Emerald
Published
2018-04-09
Volume
30
Issue
4
Pages
2075-2092
ISSN
0959-6119 (ISSN-L)
DOI
10.1108/ijchm-09-2016-0557
OpenAlex
W2789029239
Cited by
65
References
61
Citations by year
2026: 3 · 2025: 9 · 2024: 7 · 2023: 7 · 2022: 11 · 2021: 10 · 2020: 11 · 2019: 4 · 2018: 3
FWCI
11.79
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
International Journal of Contemporary Hospitality Management (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Sociology and Political Science › Diverse Aspects of Tourism Research
Keywords
value co-creation, Weibo, social media, destination marketing organizations, communication perspective, verbal and nonverbal communication, tourism marketing

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