Hi, Sunitha,

you can find an interesting theoretical review on brand co-creation in social media, reading Managing Brands in the Social Media Environment

Sonja Gensler, Franziska Völckner, Yuping Liu-Thompkins, Caroline Wiertz

Journal of Interactive Marketing 27 (2013) 242–256

Dear all,

I've just published a paper on Journal of Knowledge Management to analyze the individual participation and involvement affecting the user engagement in social media within organizations.

I'm attaching it. I hope it could be of interest for you...

Thanks Carla for suggesting such useful work.

thanks for sharing your work Michele. I will get back to you after going through it.

You might find Article "From Social Media to Social Product Development: The Impact of Social Media on Co-Creation of Innovation" By Frank Piller and fellow writers published in 2011.

Attached is the link to article

http://papers.ssrn.com/sol3/Papers.cfm?abstract_id=1975523

I have recently published my paper  - Impact of social media on Indian Retail sector Supply Chain