Idea Generation for New Service Development (NSD): Harnessing the Power of Social Media Platforms
Customers frequently use social media (SM) platforms to share and seek information about services. Could the content of customer SM interactions be used for new service development (NSD)? This study analyses: (a) Whether social media input is relevant for NSD? (b) What are the preferred social medi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Asociación de Directivos Superiores de Administración, Negocios o Empresariales de Chile A.G. (ASFAE)
2022-02-01
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| Series: | Multidisciplinary Business Review |
| Subjects: | |
| Online Access: | https://journalmbr.net/index.php/mbr/article/view/2247 |
| Summary: | Customers frequently use social media (SM) platforms to share and seek information about services. Could the content of customer SM interactions be used for new service development (NSD)? This study analyses: (a) Whether social media input is relevant for NSD? (b) What are the preferred social media platforms for NSD? (c) How social media input can be integrated with the current NSD organisational process? The results highlight the importance of social media input in NSD. Facebook leads the social media pack for relevant NSD input. The SMART roadmap for leveraging the power of social media for NSD has also been suggested.
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| ISSN: | 0718-400X 0718-3992 |