Wang, Yichuan, et al. "The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities." Industrial Marketing Management 54 (2016): 56-70.

This research explores the influence of social identity and social comparison within online communities on co-creation activities related to Software-as-a-Service (SaaS) discussions on LinkedIn. It reveals that these factors significantly contribute to co-innovation practices, which in turn enhance brand awareness in the B2B marketplace. The study, surveying 190 business professionals across four online communities, offers new perspectives on B2B social media marketing strategies, emphasizing the importance of engaging with online communities for co-innovation to increase brand visibility.