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Participating in open innovation of services in social media

Seppo Pahnila
University of Oulu, Finland
Karin Väyrynen
University of Oulu, Finland
Tytti Pokka
University of Oulu, Finland


Abstract
Services are becoming more information and knowledge intensive. The ability to utilize and manage customer information and knowledge effectively can create competitive advantage for companies. On the other hand, the explosive growth of social media users has created a revolutionary new trend which offers companies new unique opportunities to utilize the information and knowledge capital of social media. Companies started to realize the huge potential of social media as a source of R&D service innovations and as a long-term customer relationships generator. The objective of this research in progress paper is to focus on the factors, which explain brand community members' participation in open innovation of services in social media environments. It is important from both the research and business viewpoint to identify the factors, which motivate users to participate in open innovation activities of brand communities and in generating value for the company. According to preliminary results, the suggested constructs explain preceding factors for participation in open innovation of services.

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Reference:Pahnila, S., Vayrynen, K., Pokka, T. (2011). "Participating in open innovation of services in social media," Proceedings > Proceedings of SIGSVC Workshop . Sprouts: Working Papers on Information Systems, 11(161). http://sprouts.aisnet.org/11-161
Keywords:Social media, Open innovation, Services, Information and knowledge sharing, Brand trust.
Item Type:Article - Volume 11 Article 161 (2011)
Language:English
Email: Seppo Pahnila (seppo.pahnila@oulu.fi)
Karin Väyrynen (karin.vayrynen@oulu.fi)
Tytti Pokka (tytti.pokka@oulu.fi)

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