Author: 

Guoxin Li, Xue Yang, Wei Xu, Yingqiu Zhu

Abstract: 

Due to the rapid development of Web 2.0 technology, the Internet has changed how people communicate. Increasing numbers of customers generate content in online co-creation communities, and this co-creation between customers and companies has become a fashion trend. This study investigates the relationship between social embeddedness and the amount of customer-generated content and how employee participation moderates this relationship. We focus on structural embeddedness and relational embeddedness to measure social embeddedness. The amount of customer-generated content is assessed by the number of posts in a given community. The results indicate that both structural and relational embeddedness positively impact the amount of customer-generated content and that employee participation negatively moderates the relationship between structural embeddedness and the amount of customer-generated content. Theoretical and practical implications are discussed.

Key Word: 

Published Date: 

August, 2017

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