ABSTRACT
Value co-creation for organisation, customer and society is an integral element of overall business strategy. As collaborative and knowledge sharing tool, social media offers significant opportunities to organisations through effective resource integration and co-creating value facilitations, and prosumers through an unprecedented level of freedom and innovative mechanism in order for organisations and prosumers to engage in value co-creation. However, a holistic understanding of how organisations and prosumers are involved in value co-creation process through social media is needed to manage significant challenges for organisations to develop social media strategies, within a new reality of increased control and capability in the hands of prosumers. Hence, this paper aims to help understand value co-creation in the social media platform from the perspectives of organisations and prosumers. On the basis of past literature, this chapter provides insights into organisational push and pull strategies of value co-creation, and extends the existing knowledge on value co-creation through social media in the Asian context. The study also offers a conceptual model on prosumer motivation to co-create value with firms and other customers, bringing together the integrative knowledge from several leading papers on customer and employee value co-creation. This chapter offers a rounded knowledge of the entire value co-creation process by bringing collective insights from knowledge management using social media, social media marketing and value co-creation through social media.
