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Impact of Knowledge Sharing to Value Co-Creation in Social Media

Aulanniswah Al Fadhilah, Mustika Sufiati Purwanegara

Abstract


Abstract. This study is aimed to find the impact of knowledge sharing to value co-creation including customer learning value, social integrative value, and hedonic value. The study focused on college students aged 18 to 24 years old domiciled in Bandung city. A quantitative approach is used by collecting primary data from the questionnaire. Exploratory research was conducted based on the questionnaire along with theoretical frameworks. The independent variable is knowledge sharing behavior and the dependent variable is co-creation behavior including customer learning value, social integrative value, and hedonic value. A Structural Equation Modeling (SEM) is used as a statistical tool for analyzing the impact of the independent variable on the dependent variable. This research found that knowledge sharing behavior among college students has a positive impact on co-creation behavior and enhance value co-creation, including customer learning value, social integrative value, and hedonic value.

Keywords: Knowledge Sharing; Co-Creation; Value Co-Creation; Social Media

 


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