Sharing of knowledge among customers can be strategic for businesses, especially if controlled, analysed and conveyed. From this point of view, social media is a powerful tool both for sharing knowledge among customers, but also for businesses. Moreover, there seems to be a lack of studies regarding the factors influencing the willingness of customers to share knowledge about products and services on online social networks The aim of this paper is to explore the factors driving customers to share knowledge about products and services on social media platforms. As such we provide a quantitative study testing several relationships. We have grouped and tested 2 groups of variables, namely psychological and behavioral, aiming to understand which key factors push the customers to share knowledge about products and services on social media. Overall, the findings suggest that the factors that influence most customers to share knowledge are not those related to behavior in online platforms, but the ones related to psychological traits. This study provide both theoretical and managerial implications.

Business Theory and Practice Across Industries and Markets

Gabriele Baima
First
;
Gabriele Santoro;Mirko Goria
2020

Abstract

Sharing of knowledge among customers can be strategic for businesses, especially if controlled, analysed and conveyed. From this point of view, social media is a powerful tool both for sharing knowledge among customers, but also for businesses. Moreover, there seems to be a lack of studies regarding the factors influencing the willingness of customers to share knowledge about products and services on online social networks The aim of this paper is to explore the factors driving customers to share knowledge about products and services on social media platforms. As such we provide a quantitative study testing several relationships. We have grouped and tested 2 groups of variables, namely psychological and behavioral, aiming to understand which key factors push the customers to share knowledge about products and services on social media. Overall, the findings suggest that the factors that influence most customers to share knowledge are not those related to behavior in online platforms, but the ones related to psychological traits. This study provide both theoretical and managerial implications.
13th Annual Conference of the EuroMed Academy of Business Business Theory and Practice Across Industries and Markets
Virtual Conference
9-10 Settembre 2020
Business Theory and Practice Across Industries and Markets
EuroMed Press
100
114
https://emrbi.org/wp-content/uploads/2020/09/euromed2020-book-of-proceedings-2020-09-07.pdf
Knowledge management, customer knowledge sharing, social media, consumer behavior.
Gabriele Baima, Gabriele Santoro, Mirko Goria
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/2318/1758450
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