Consumer Behavior Review (Mar 2022)
Theoretical Framework for Knowledge Sharing and Co-Creation of Messages on Digital Platforms: A consumer knowledge management perspective
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.
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