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How Finnair Socialized Customers for Service Co-Creation with Social Media

Sirkka L. Jarvenpaa, Virpi Kristiina Tuunainen


Firms are increasingly using social media to establish online communities where customers and other community members co-create new solutions. We describe how Finland’s national airline, Finnair, succeeded in co-creating service ideas by using a variety of social media technologies and “socialization tactics” to help ensure that community members identified with the company’s image and engaged in dialogs that were aligned with both company and customer needs.

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ISSN 1540-1960