The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities
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- 作者：Yichuan Wanga ; yzw0037@auburn.edu" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Shih-Hui HsiaobAuthor Vitae ; Zhiguo YangcAuthor Vitae ; Nick HajlidAuthor Vitae
- 关键词：Business-to-business marketing ; Social media ; Social influence ; Online communities ; Co-innovation ; Brand awareness
- 刊名：Industrial Marketing Management
- 出版年：2016
- 出版时间：April 2016
- 年：2016
- 卷：54
- 期：Complete
- 页码：56-70
- 全文大小：522 K
文摘
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We examine the impact of online social influence on co-innovation practices in B2B markets.
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We examine the impact of co-innovation practices on brand awareness in B2B markets.
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Co-innovation is affected by sellers' social identify and social comparison in B2B markets.
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Implementing co-innovation practices in online communities can raise firms' brand awareness.
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Sellers focusing on promoting their own products do not boost brand awareness