Theoretical framework for knowledge sharing and co-creation of messages on digital platforms: a consumer knowledge management perspective
DOI:
https://doi.org/10.51359/2526-7884.2022.252642Keywords:
consumer behavior, knowledge sharing, co-creation of messages, digital platforms, user-generated content, consumer knowledge management.Abstract
Purpose: The main objective of this study was to develop and propose a comprehensive conceptual theoretical framework on the relationship between digital platforms, UGC, message co-creation, knowledge sharing, consumer decision-making and purchasing behavior and CKM discourse from an organisations-centered approach.
Design/methodology/approach: This study entails a systematic literature review, adopting an exploratory and descriptive approach to obtain insights into the combined use of knowledge management (KM) and consumer behavioral theories. The focus is on the shift to metamodernism, an oscillation between modernity and postmodernity, as an interpretative framework.
Discussion: The main contribution of this study is that it emphasizes a constant oscillation between the following key theoretical constructs that should take place in the organisation to enhance the consumer decision-making and purchasing behavior process: digital platforms; knowledge sharing; consumer message co-creation; consumer decision making and behavior; and consumer knowledge management (CKM). As knowledge-based organisations realise the need to create, share and apply knowledge as the basis of corporate value creation and sustainable competitive advantage, the realisation of these organisational goals is arguably increasingly dependent on the activities related to the KM process.
Originality/value: The study’s theoretical originality and value is reflected in the integrated theoretical framework which shows the integration, application and linking of consumer behavior theory to a knowledge-based view in a CKM perspective. This application highlights the role of knowledge sharing in message co-creation and UGC to enhance consumer decision-making and purchasing behavior from a CKM perspective.
References
Ahmed, Y.A., Ahmad, M.N., Ahmad, N. and Zakaria, N.H. (2019), “Social media for knowledge sharing: a systematic literature review”, Telematics and Informatics, Vol. 37, pp. 72–112. https://doi.org/10.1016/j.tele. 2018.01.015
Akbar, H. & Tzokas, N. (2013). Charting the organisational knowledge-creation process: An innovation-process perspective, Journal of Marketing Management, Vol. 29, No. 13-14, pp.1592-1608.
Anderson, J.A. (2019), Communication Research. Issues and Methods, McGraw-Hill, New York.
Arfi, W.B. and Hikkerova, L. (2019), “Corporate entrepreneurship, product innovation, and knowledge conversion: the role of digital platforms”, Small Business Economics, Vol. 56, pp. 1191–1204. https://doi.org/10.1007/s11187-019-00262-6
Asadullah, A., Faik, I. and Kankanhalli, A. (2018), "Digital platforms: a review and future directions", PACIS 2018 Proceedings, 248. https://aisel.aisnet.org/pacis2018/248
Bilgihan, A., Peng, C. and Kandampully, J. (2014), "Generation Y's dining information seeking and sharing behavior on social networking sites: an exploratory study", International Journal of Contemporary Hospitality Management, Vol. 26 No. 3, pp. 349–366. https://doi.org/10.1108/IJCHM-11-2012-0220
Burns, D.J. (2015), “What comes after postmodernism? Implications for marketers”, Journal of Global Scholars of Marketing Science, Vol. 25, pp 59–74, https://doi.org/10.1080/21639159.2014.980035
Carlson, J., Gudergan, S.P., Gelhard, C. and Rahman, M.M. (2019), “Customer engagement with brands in social media platforms: configurations, equifinality and sharing”, European Journal of Marketing, Vol. 53 No. 9, pp. 1733–1758. https://doi.org/10.1108/EJM-10-2017-0741
Chang, H.H. and Chuang, S. (2011), “Social capital and individual motivations on knowledge sharing: participant involvement as a moderator”, Information & Management, Vol. 48 No. 1, pp. 9–18. https://doi.org/10.1016/j.im.2010.11.001
Chen, C. and Hung, S. (2010), “To give or to receive? Factors influencing members’ knowledge sharing and community promotion in professional virtual communities”, Information & Management, Vol. 47 No. 4, pp. 226–236. https://doi.org/10.1016/j.im.2010.03.001
Chua, A. and Banerjee, S. (2013), “Customer knowledge management via social media: the case of Starbucks”, Journal of Knowledge Management, Vol. 17 No. 2, pp. 237–249. https://doi.org/10.1108%2F13673271311315196
De Mooij, M. and Hofstede, G. (2011), “Cross-cultural consumer behavior: a review of research findings”, Journal of International Consumer Marketing, Vol. 23 No.3–4, pp. 181–192. https://mariekedemooij.com/articles/demooij_2011_int_journal_cons_marketing.pdf
Delapedra, A. T. F., and da Silva, J. D. (2021). Business strategies under the new marketing myopia perspective, Revista Pensamento Contemporâneo em Administração, 15(1), 107-121. https://doi.org/10.12712/rpca.v15i1.48604
De Reuver, M., Sørensen, C. and Basole, R.C. (2018), “The digital platform: a research agenda”, Journal of Information Technology, Vol. 33 No.2, pp. 124–135. https://doi.org/10.1057/s41265-016-0033-3
Epstein, J.M. (1999), “Agent-based computational models and generative social science”, Complexity, John Wiley & Sons, Inc., Vol. 4, No. 5 pp. 41-60.
Ewerhard, A-C., Sisovsky, K. and Johansson, U. (2019), “Consumer decision-making of slow moving consumer goods in the age of multi-channels”, The International Review of Retail, Distribution and Consumer Research, Vol. 29 No. 1, pp. 1–22. https://doi.org/10.1080/09593969.2018.1537191
Faye, J. (2012), After Postmodernism. A Naturalistic Reconstruction of the Humanities, Palgrave Macmillan, Hampshire.
Fidel, P., Schlesinger, W. and Cervera, A. (2015), “Collaborating to innovate: effects on customer knowledge management and performance”, Journal of Business Research, Vol. 68 No. 7, pp. 1426–1428. http://dx.doi.org/10.1016/j.jbusres.2015.01.026
Frederiks, R.R., Stenner, K. and Hobman, E.V. (2015), “Household energy use: applying behavioral economics to understand consumer decision-making and behavior”, Renewable and Sustainable Energy Reviews, Vol. 41, pp. 1385–1394. https://doi.org/10.1016/j.rser.2014.09.026
Gabbott, M. and Hogg, G. (1994), Consumer behavior and services: A review, Journal of Marketing Management, Vol. 10, pp. 311-324. 10.1080/0267257X.1994.9964277.
Gans, E. (1997), Signs of Paradox. Irony, Resentment, and Other Mimetic Structures, Stanford University Press, Stanford.
García-Murillo, M. and Annabi, H. (2002), “Customer knowledge management”, Journal of the Operational Research Society, Vol. 53 No. 8, pp. 875–884. https://doi.org/10.1057/palgrave.jors.2601365
Gebert, H., Geib, M., Kolbe, L. and Brenner, W. (2003), “Knowledge-enabled customer relationship management: integrating customer relationship management and knowledge management concepts”, Jounal of Knowledge Management, Vol. 7, No. 5, pp. 107-124.
Gooding-Williams, R. (1987), “Nietzsche’s pursuit of modernism”, New German Critique, Vol. 41, pp. 95–108. https://doi.org/10.2307/488277
Han, Z., Zhang, W. and Hu, B. (2019), “Dual roles of users in online brand community and knowledge sharing behavior: a simulation study”, Kybernetes, Vol. 48 No. 9, pp. 2093–2116. http://dx.doi.org/10.1108/K-07-2018-0409
Handzic, M. and Hasan, H. (2003), “The search for an integrated KM framework”, Handzic, M. and Hasan, H. (ED.s), Australian Studies in Knowledge Management, UOW Press, Wollongong, pp. 3–34.
Hollebeek, L.D., Clark, M.K., Hammedi, W. and Arvola, R. (2021), “Cocreated brand value: theoretical model and propositions”, Journal of Brand Management, Vol. 28, pp. 413–428. https://doi.org/10.1057/s41262-021-00235-9
Huang, R., Kim, H. & Kim, J. (2013). Social capital in QQChina: Impacts on virtual engagement of information seeking, interaction sharing, knowledge creating, and purchasing intention Journal of Marketing management, Vol. 29, No. 3-4, pp. 292-316.
Hung, S. and Cheng, M. (2013), “Are you ready for knowledge sharing? An empirical study of virtual communities”, Computers & Education, Vol. 62, pp. 8-17. https://doi.org/10.1016/j.compedu.2012.09.017
Imam, M. and Jagodič, G. (2021), “Impact of knowledge management on organizational performance and competitiveness”, paper presented during the Management, Knowledge and Learning International Online Conference, 20–21 May, available at:
https://doi.org/10.53615/978-961-6914-28-4.6 (accessed 18 June 2021).
Jencks, C. (2007), “Why critical modernism?”, Architectural Design, Vol. 77 No. 5, pp.140–145. https://doi.org/10.1002/ad.534
Jisana, T.K. (2014), “Consumer behavior models: an overview”, Sai Om Journal of Commerce & Management: A Peer Reviewed National Journal, Vol. 1, pp. 34–43.
Joubert, P. (2013), Introduction to Consumer Behavior, 2nd edition, Juta, Cape Town.
Kaplan, A.M. and Haenlein, M. (2010), “Users of the world, unite! The challenges and opportunities of social media”, Business Horizons, Vol. 53 No. 1, pp. 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kim, A.J. and Johnson, K.P. (2016), “Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook”, Computers in Human Behavior, Vol. 58, pp. 98-108. ISSN 0747-5632. https://doi.org/10.1016/j.chb.2015.12.047.
Karimi, S., Papamichail, K.N. and Holland, C.P. (2015), “The effect of prior knowledge and decision-making style on the online purchase decision-making process: a typology of consumer shopping behavior”, Decision Support Systems, Vol. 77, pp. 137-147.
Kirby, A. 2009. Digimodernism: how new technologies dismantle the postmodern and reconfigure our culture. New York: Continuum.
Kitchenham, B. (2007), “Guidelines for performing Systematic Literature Reviews in Software Engineering”, Version 2.3, EBSE Technical Report EBSE-2007-01, Keele University and University of Durham.
Knut, H.R, Lars, M. and Arun, R. (2018), “Managing digital platforms in user organizations: the interactions between digital options and digital debt”, Information Systems Research, Vol. 29 No. 2, pp. 419–443. https://doi.org/10.1287/isre.2018.0788
Kumar, A., Mangla, S.K., Luthra, S., Rana, N.P. and Dwivedi, Y.K. (2018), “Predicting changing pattern: building model for consumer decision making in digital market”, Journal of Enterprise Information Management, Vol. 31 No. 5, pp. 674–703. https://doi.org/10.1108/JEIM-01-2018-0003
Lash, S. (1993), “Reflexive modernization: the aesthetic dimension”, Theory, Culture and Society, Vol. 10 No. 1, pp. 1–23. https://doi.org/10.1177%2F026327693010001001
Le, Q.N. and Tuamsuk, K. (2021), “Knowledge and technology resources for knowledge management practices of nonprofit organizations in Thailand”, Journal of Information Science Theory and Practice, Vol. 9 No. 3, pp. 42–55. https://doi.org/10.1633/JISTaP.2021.9.3.4
Lee, V., Leong, L., Hew, T. and Ooi, K. (2013), “Knowledge management: a key determinant in advancing technological innovation?”, Journal of Knowledge Management, Vol. 17 No. 6, pp. 848–872. https://psycnet.apa.org/doi/10.1108/JKM-08-2013-0315
Ma, W.W.K. and Chan, A. (2014), “Knowledge sharing and social media: altruism, perceived online attachment motivation, and perceived online relationship commitment”, Computers in Human Behavior, Vol. 39, pp. 51–58. https://doi.org/10.1016/j.chb.2014.06.015
Mauser,W., Klepper, G., Rice, M., Schmalzbauer, B. S., Hackmann, H., Leemans, R., and Moore, H. (2013). Transdisciplinary global change research: the co-creation of knowledge for sustainability, Current Opinion in Environmental Sustainability, Vol. 5, pp. 420–431.
Meneghello, J., Thompson, N., Lee, K., Wong, K.W. and Abu-Salih, B. (2020), "Unlocking Social Media and User Generated Content as a Data Source for Knowledge Management", International Journal of Knowledge Management, Vol. 16, No. 1.
Meyer, I. (2021), “The resurrection of modernistic public relations – a metamodern perspective”, ESSACHESS Journal for Communication Studies, Vol. 14 No. 1(27), pp. 15–36. https://doi.org/10.21409/essachess.1775-352x
Meyer, I. and Barker, R. (2020), “A metamodern model for managing stakeholder relationships in non-profit organisations”, Communicare: Journal for Communication Sciences in Southern Africa, Vol. 39 No. 1, pp. 56–79.
Mingione, M. & Leoni, L. (2020). Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets Journal of Marketing Management, Vol. 36, No. 1-2, pp. 72-99,
Mishra, R., Singh, R.K. and Koles, B. (2020), “Consumer decision-making in omnichannel retailing: literature review and future research agenda”, International Journal of Consumer Studies, Vol. 45 No. 2, pp. 147–174. https://doi.org/10.1111/ijcs.12617
Nonaka, I. and Takeuchi, H. (1995), The Knowledge-creating Company: How Japanese Companies create the Dynamics of Innovation, Oxford University Press, New York.
Nzowa, S. (2021). Customer switching intentions in commercial banks: a case of selected commercial banks in Dar es Salaam, Consumer Behavior Review, Vol. 5, No. 3, pp. 307-320.
Oke, A.O., Kamolshotiros, P., Popoola, O.Y., Ajagbe, M.A. and Olujobi, O.J. (2015), “Consumer behavior towards decision making and loyalty to particular brands”, International Review of Management and Marketing, Vol. 6 No. 4, pp. 43–52.
Panahi, S., Watson, J. and Partridge, H. (2016), “Social media and physicians: exploring the benefits and challenges”, Health Informatics Journal, Vol. 22 No. 2, pp. 99–112. https://doi.org/10.1177/1460458214540907
Panwar, D., Anand, S., Ali, F. and Singal, K. (2019), “Consumer decision making process models and their applications to market strategy”, International Management Review, Vol. 15 No. 1, pp. 36–44.
Ramya, N. and Ali, S.A.M. (2016), “Factors affecting consumer buying behavior”, International Journal of Applied Research, Vol. 2 No. 10, pp. 76–80.
Rowley, T.J. (1997), “Moving beyond dyadic ties: a network theory of stakeholder influences”, Academy of Management Review, Vol. 22 No. 4, pp. 887–910. https://doi.org/10.5465/amr.1997.9711022107
Salomann, H., Dous, M., Kolbe, L. and Brenner, W. (2005), “Rejuvenating customer management: how to make knowledge for, from and about customers work”, European Management Journal, Vol. 23 No. 4, pp. 392–403. https://doi.org/10.1016/j.emj.2005.06.009
Silva, J.D., Delapedra, A.T., Manoel, A.M.C. and Cassiolato, I.H.M. (2021). Impact of personal values on political consumption: the moderating role of interpersonal influence in social media, Consumer Behavior Review, Vol. 5 No. 3, pp. 400-415.
Snyder, H. (2019), “Literature review as a research methodology: an overview and guidelines”, Journal of Business Research, Vol. 104, pp. 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Tilson, D., Lyytinen, K. and Sørensen, C. (2010), “Digital infrastructures: the missing IS research agenda”, Information Systems Research, Vol. 21 No. 4, pp. 748–759. http://www.jstor.org/stable/23015642
Turner, F. (1995), Culture of Hope: A New Birth of the Classical Spirit, The Free Press, New York.
Umar, M., Sial, M.H., Ali, S.A., Bari, M.W. and Ahmad, M. (2021), “Trust and social network to boost tacit knowledge sharing with mediation of commitment: does culture moderate?”, VINE Journal of Information and Knowledge Management Systems, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/VJIKMS-01-2021-0012
Vermeulen, T. and Van den Akker, R. (2010), “Notes on metamodernism”, Journal of Aesthetics & Culture, Vol. 2 No. 1, pp. 1–14. https://doi.org/10.3402/jac.v2i0.5677
Wang, Y. and Yu, C. (2015), “Social interaction-based consumer decision-making model in social commerce: the role of word of mouth and observational learning”, International Journal of Information Management, Vol. 37 No. 3, pp. 179–189. http://dx.doi.org/10.1016/j.ijinfomgt.2015.11.005
Zanjani, M.S., Rouzbehani, R. and Dabbagh, H. (2008), “Proposing a conceptual model of customer knowledge management: a study of CKM tools in British dotcoms”, World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, Vol. 2 No. 2, pp. 51–55.
Zavarzadeh, M. (1975), “The apocalyptic fact and the eclipse of fiction in recent American prose narratives”, Journal of American Studies, Vol. 9 No. 1, pp. 69–-83. https://doi.org/10.1017/S002187580001015X
Zhang, K.Z.K. and Benyoucef, M. (2016), “Consumer behavior in social commerce: a literature review”, Decision Support Systems, Vol. 86, pp. 95–108. https://doi.org/10.1016/j.dss.2016.04.001
Zuschke, N. (2020), “An analysis of process-tracing research on consumer decision-making”, Journal of Business Research, Vol. 111, pp. 305–320. https://doi.org/10.1016/j.jbusres.2019.01.028
Downloads
Published
Issue
Section
License
Copyright Statement
- The authors authorize the publication of the article in the journal.
- The opinions and ideas expressed in articles are the authors' sole responsibility.
- The authors guarantee that the article is not the result of plagiarism. Failure to do so may result in penalties for the situation.
- Editors can adjust the text and formatting to fit the article according to the journal's publication standards.
- The articles published are the property of CBR and are protected by copyright. However, authors can disclose and make their articles available for free.
