When Being Surprised Increases Consumer Co-Promotion in Social Media?

DOI

10.2991/febm-18.2018.52How to use a DOI?

Keywords

Consumer co-promotion; Surprise intensity; Social media; Task intensity

Abstract

Co-creation during the innovation process has become an evolving research field which has seen a great deal of attention from both academics and practitioner. Although innovation literature is rife with the suggestions to leveraging social network to collaborate with consumers in new product development, extent literature does not offer much guidance to engage consumers in online co-commercialization phase. Since consumers tend to believe more in other consumers, engaging consumers in online endorsing might be particularly fruitful in helping to foster acceptance. In this article, the authors consider the nexus of social media and consumer online co-promotion behavior by examining how surprise intensity and task structure affect consumer endorsing content generation in social media. The results show that surprise intensity helps to foster co-promotion willingness. Task intensity weaken the positive effect of surprise intensity on co-promotion intention. Regarding social network type, it didn't moderate the effect of surprise intensity on co-promotion willingness. The findings shed light on consumer co-commercialization, a potentially important new agenda of cocreation in innovation process. This study contributes to co-creation and engagement marketing literature. At the same time, managers obtain recommendations for leveraging surprise intensity and task structure to enhance the success of co-promotion engagement initiatives.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Weiwei Jia
PY  - 2018/12
DA  - 2018/12
TI  - When Being Surprised Increases Consumer Co-Promotion in Social Media?
BT  - Proceedings of the Third International Conference on Economic and Business Management (FEBM 2018)
PB  - Atlantis Press
SP  - 229
EP  - 234
SN  - 2352-5428
UR  - https://doi.org/10.2991/febm-18.2018.52
DO  - 10.2991/febm-18.2018.52
ID  - Jia2018/12
ER  -