IMPACT OF KNOWLEDGE SHARING TO VALUE CO-CREATION IN SOCIAL MEDIA

• Main Author: Al Fadhilah, Aulanniswah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40969
• Institution: Institut Teknologi Bandung

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 young adult college students aged 18 to 24 years old domiciled in Bandung area. A quantitative approach is used by collecting primary data from the questionnaire. The questionnaire is created using Google Form and spread it online. Exploratory research was conducted as the bases for the questionnaire along with theoretical frameworks. The independent variable is knowledge sharing behavior and the dependent variable is co-creation behavior and value co-creation including customer learning value, social integrative value, and hedonic value. Covariance-based structural equation modeling (CB-SEM) is used as a statistical tool to predict and test the theory of the impact of knowledge sharing on value co-creation on social media. The rapid development of technology and globalization has led the world to Web 2.0, which made the numbers of social media users growth rapidly. People used social media for a lot of purposes starting from communication, social networking information exchange, into knowledge sharing activities. Social media have features that facilitate their users to do knowledge sharing activities by creating content. Furthermore, by creating content users can also co-create with others. This co-creation activity gives beneficial value for those who participated in it. Co-creation can emerge from both customers and also with brands. This behavior can be utilized by the business. This research found that knowledge sharing behavior among college students has a positive impact on co-creation behavior and enhances value co-creation, including customer learning value, social integrative value, and hedonic value. Knowledge sharing behavior can utilize by businesses by co-create with customers in creating content. If the business can make their customers do knowledge sharing and co-create with them, it can be a new form of marketing strategy and new resources for new product development. From the demographic result, the most popular topic for knowledge sharing in social media is the lifestyle that includes entertainment and hangout, traveling, culinary, fashion and beauty. While the most popular social media for knowledge sharing are Instagram and YouTube. The research found that; (1) knowledge sharing have significant positive impact to co-creation behavior, (2) co-creation have significant positive impact to customer learning value, (3) co-creation have significant positive impact to social integrative value, (4) co-creation have significant positive impact to hedonic value, (5) knowledge sharing have significant positive impact to customer learning value, (6) knowledge sharing have significant positive impact to social integrative value, and (7) knowledge sharing has a significant positive impact on hedonic value. This activity has proven to be a symbiosis of mutualism for both customers and brands. Customers can enhance their knowledge, social status, and can give them enjoyment. While for the brand, it can be one new form of marketing strategy and source for product development. The finding from this research hopefully will give another insight that can be used for business enhancement especially for business and marketing strategy development by utilizing customers' behavior in knowledge sharing activities and directing to participate in co-creation.