Paola Barbara Floreddu

Disentangling the Strategic Use of Social Media in the Insurance Industry: A Value Co-Creation Perspective

Abstract Purpose Despite the fundamental role that digital social media could play in the process of consumer co-creation, academic research on this topic is still in its infancy. The overall aim of the chapter is to consider how digital social media can be used by firms to encourage and sustain co-creation behavior. Design/methodology/approach We draw a multiple case analyses, focusing on the insurance industry, particularly on the Italian insurance market. Findings We particularly extend the literature on value co-creation by proposing a composite framework that enables us to grasp the different strategies that firms implement in their different manners of employing digital social media. Practical implications We set forth a research agenda for managerial scholars that can help understand how social media should be incorporated in the day-to-day operations of insurance companies.

Social media communication strategies

Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to use corporate communication. Design/methodology/approach This paper uses a longitudinal explorative multiple-case study and theoretical sampling. The research setting is the Italian insurance context. The focus of this analysis on one medium, Facebook, because it is the most exploited in the context of the Italian insurance sector. Findings Six complementary social media communication strategies were identified: egocentric, conversational, selective, openness, secretive and supportive. The results also reveal distinct ways in which high-, medium- and low-reputation companies’ utilize the six complementary strategies of communications. Research limitations/implications The study is based on a single industry and on one single geographical market, and care should thus be taken in generalizing the findings to other contexts. Therefore emerges the opportunity to broaden this research to other similar service sector, such as banking, to assess and generalize the results obtained. In addition, a possible direction of research, especially from a methodological standpoint, should investigate companies from different countries. Such a comparative study would examine in depth whether and to what extent the institutional framework may impact on communication strategies implemented by companies. This study only analyzed one social media (Facebook); hence, we cannot draw firm conclusions about what may constitute a successful social media communication strategy. Practical implications From this study, managers can learn how to combine the six communication strategies to have an effective impact on the corporate reputation. They can also learn how the number of interactions and the time taken to respond to questions from customers improve the corporate reputation and provide communication that is more effective. Originality/value This research extends the previous literature on corporate reputation and corporate communication, showing the relationship between them in a social media context and providing different strategies of managing this combination.

Open Innovation and Crowdsourcing Communities Design: a Cross Case Analysis

While a great amount of literature has focused on the effects of open innovation and crowdsourcing strategy on firms’ competition and generation of ideas, we know little about how to design an IT artifact to manage the supporting of creativity among on line communities. Defining an interpretative framework which is based on the Design Theory concept, this paper aims to contribute to this body of knowledge by means of a cross-case study, focused on the design evaluation of two crowdsourcing-supporting IT platforms. We develop a theoretical framework for crowdsourcing communities, aimed to identify how the design characteristics shape the competition to generate new ideas, thereby influencing the crowdsourcing strategy.

Combining Exploitation and Exploration Through Crowdsourcing: The Case of Starbucks

In this paper, we explore the concept of crowdsourcing as a driver of the ambidexterity innovations capabilities and as a strategic tool to combine exploitation and exploration strategies in the innovation generation process. In doing so, we focus on the case of Starbucks Corporation, an international coffee and coffeehouse chain considered the largest coffeehouse company in the world.

Public Participation in Environmental Decision-Making: The Case of PPGIS

The Public Participation Geographic Information System (PPGIS) offers a special and potentially important means to facilitate public participation in the planning and decision making. The major problem is the lack of evaluation methods to verify the outcome of the effects of PPGIS on decision making processes. To fill this gap, the objective of the on-going research is to develop an analytical framework through which PPGIS initiatives can be evaluated.

Innovating distribution channels for competitive advantage

Purpose of the study . Based on the dynamic capability and Information Technology (IT) capability literature, this paper aims to contribute to this body of knowledge by proposing a conceptualization of a multichannel capability defined as “the ability of an organization to effectively integrate and manage multiple distribution channels”. Findings . This paper conceptualizes the multichannel capability construct and then advances the research model and the emerging hypothesis. Research limits . This research-in-progress presents the basis of a continuing research which includes the empirical test of the hypotheses presented and the validation of our research model. Practical implications . We expect that multichannel capability should facilitate the achievement of a competitive advantage making firm more nimble and dynamic to respond to changing competitive environment. Originality of the study . While a great amount of literature has focused on multichannel distribution strategies there is a little theory or systematic research on the relationship between multichannel strategy and competitive advantage based from a dynamic capability literature. We also advance a model that comprises innovative elements, such as the growing integration of customer data not previous analyzed into the multichannel distribution literature.

Assessing Public Participation Through Different Lens: The Case of Public Participation Geographic Information Systems

Public participation geographic information systems (PPGIS) pertain to the use of geographic information systems (GIS) to broaden public involvement in policymaking. Despite the importance of this topic, there is a lack of evaluation methods regarding the participation of the public through PPGISs. To fill this gap, the objective of this study is to analyze the level of e-democracy of PPGIS’s websites and identify lessons that will enable PPGIs to develop appropriate strategies for e-democracy implementation and diffusion. To achieve the above-mentioned objectives, we analyze PPGISs websites; we also apply a multiple case study methodology.

Managing Online Reputation: The Role of Social Media in Insurance Industry

While a great amount of literature has focused on the relationship between communication strategies and corporate reputation there is not systematic research on the impact of social media communication strategies on corporate reputations in an online environment. Based on the corporate reputation and social media literature, this paper aims to contribute to this body of knowledge by studying the impact of social media communication strategies on firms’ reputations. Given the novelty of the research question and the emerging nature of the theoretical framework, we examine the Italian insurance sector through multiple case studies. The results offer insights into the challenges of developing online communication strategies that affect corporate reputation.