Abstract
This paper explores the creation of value through the interactions of consumer and professionalstakeholders in digital innovation ecosystems. We examine this by applying the methodologicalapproach of Social Media Analytics (SMA) which is an interdisciplinary approach that seeks tocombine, extend and adapt methods for analysing social media data. By utilising the SMA frameworkto track user-generated contents published on social media platforms, we assess howconsumer and professional stakeholders associate value to Storytel, a new entrant in the Swedishpublishing industry that is offering digital subscription service for streaming audiobooks.Drawing from a dataset of 2633 user-generated contents, our findings illustrate the valuecreatingpractices in which stakeholders in Storytel’s ecosystems associate value to Storytel’sdigital innovation. Our findings further highlight that the value-creating practices arising fromthe interactions of consumer and professional stakeholders in social media give rise to the hybridisationof value, where multiple values drawn from existing value categories become mergedin the studied case. This study contributes to extant literature on management of innovation andinformation systems by (i) shedding light on how value is created by examining value-creatingpractices as a result of the interactions between stakeholders and (ii) examining the resultingmerging of value categories within digital innovation ecosystems and thus exploring the hybridisationof value.