Abstract
The aim of this paper is to explore what kinds of factors are used by business-to-business (B2B) companies in order to motivate their B2B customers to participate in innovation processes utilizing social media. This qualitative multiple case study is a preliminary step in an attempt to understand how to motivate B2B customers to participate in social media innovations initiated by B2B companies. There has been little research conducted regarding social media use in innovation processes in B2B contexts and good case studies are rare. Therefore the aim of the present paper is to explore the motivational factors used by B2B companies that have successfully implemented social media in innovation processes involving their B2B customers. Existing literature is reviewed and five cases are analyzed in order to highlight how B2B companies can motivate participation.
| Original language | Undefined/Unknown |
|---|---|
| Title of host publication | Proceeding of the 16th International Academic MindTrek Conference |
| Editors | Artur Lugmayr |
| Publisher | ACM |
| Pages | 119–124 |
| ISBN (Print) | 978-1-4503-1637-8 |
| DOIs | |
| Publication status | Published - 2012 |
| MoE publication type | A4 Article in a conference publication |
| Event | MindTrek - Academic MindTrek '12 International Conference on Media of the Future Duration: 3 Oct 2012 → 5 Oct 2012 |
Conference
| Conference | MindTrek |
|---|---|
| Period | 03/10/12 → 05/10/12 |
Keywords
- B2B
- crowd sourcing
- motivation
- social innovation