This study explores the synergy between open innovation, customer co-creation, and social media in Malaysia's telecom sector. Businesses are increasingly using open innovation to remain competitive, merging internal and external ideas. Customer co-creation involves active customer participation in innovation. This research investigates how these strategies intersect with social media, a crucial platform for engagement and product development. Through qualitative data collection from Telcox, a Malaysian telecom company, the study reveals how open innovation can be tied to customer satisfaction, guiding marketing strategies, and fostering customer relationships. A Conceptual Research Model for Open Innovation Through Customer Co-Creation Using social media is proposed, offering a framework for businesses aiming to boost their competitive edge. The research highlights Telcox's approach to co-creation, including customer feedback, information sharing, ideation, engagement, and advocacy. By leveraging customer insights, Telcox enhances offerings and cultivates tailored solutions. This paper contributes insights into integrating open innovation, co-creation, and social media in telecom. The proposed model offers practical guidance for businesses, enhancing their innovation and adaptation in a dynamic business landscape.
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