A Proposed Model on Enchancing Co-Production of Thailand Smartphone Products Using Social Media in Customer Engagement

Abstract

Consumers daily generated massive information since they got connected in the digital network, and the user-generated content environment using Web 2.0 technology, e.g. social media, whilst firms as the goods producers also utilized social media as an instrument for attempting to connect and create long-term relationship with their customers. This study aimed to propose a model on enhancing co-production of smartphone products using social media in customer engagement. The components of social media activities consisted of endorsing, sharing, suggestion, and informing product problems from the customers, and the elements on customer engagement construct comprised intrinsic (admiration, experience, enthusiasm), extrinsic (skills), and economic drive (risk reduction) participating in co-production for product improvement, product innovation, improved customer satisfaction, and improved brand image. The findings implied that social media activities that allowed customers informing their problems and their experiences of customer engagement were highly significant to enhance the co-production for improving products and creating product innovation. This study provided a managerial implication for scholars and goods producers, as well as market practitioners in terms of launching innovative marketing activities, like social media, to encourage the customers to participate in the co-production.