TRANSFORMING HIGHER EDUCATION IN THE DIGITAL ERA: THE ROLE OF SOCIAL MEDIA IN DRIVING INNOVATION AND SOCIAL CO-CREATION
The research investigates the impact of social media on customer citizenship behaviour and customer participation behaviour, as well as its effect on service innovation and social co-creation as moderating factors. This study adopts a quantitative approach and involves 170 student respondents affiliated with LPTNU in Province East Java, Indonesia. The data collected was analysed using SEM-PLS version 3.0. The results of the overall research justify the dominant logic theory of service and the interesting findings in this study are that in higher education environments, student engagement to generate new excellence or create creative things for more innovative services, only triggered by social media marketing activities. Social Co-creation is not able to moderate the influence of customer citizenship behaviour and customer participation behaviour on service innovation. The novelty of the research lies in the conceptual framework model by adding the role of social media. Therefore, colleges should always facilitate collaborative social interaction and provide student dialogue space to improve service facilities that can be provided through social media platforms.
Customer Citizenship, Customer Participation, Dominant Logic Theory, Marketing, Service Innovation, Social Co-Creation and Social Media.