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Purpose The study aims to use netnography to investigate the role of customers' contributions in social networks for NSD purposes. Design/methodology/approach The study adopted an exploratory case study methodology to conduct a content analysis of customers' contributions in a social network, namely www.mystarbucksidea.com . Netnography was used for data analysis and interpretation. Findings The findings reveal that online customers' interactions and dialogues enable customers to share and understand the context of using services, which in turn triggers emotions and cognition that help customers to generate and further enhance ideas for new services. Thus, the variety of customers and the sharing of their diverse roles have a positive influence on enabling participants of online social networks to generate new service ideas. Research limitations/implications The findings are applicable to the study's context, but future research should try to triangulate and enhance them by conducting studies in other contexts. The findings also provide ideas on how to further investigate the observational learning processes and behavioural impacts taking place amongst customers' interactions within online social networks. Practical implications The findings provide several implications showing firms why and how to nurture, develop and moderate online customer interactions to enhance the effectiveness of their NSD processes. Originality/value The paper examines the role and the management of customers' contributions in social networks for NSD purposes. The topic has received only limited attention in traditional and online settings. Several suggestions for further research are also provided.
Μαριάννα Σιγάλα (Fri,) studied this question.