Potential Role of Social Media in Value Co-Creation
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F16%3A00108681" target="_blank" >RIV/00216224:14560/16:00108681 - isvavai.cz</a>
Result on the web
<a href="https://webcentrum.muni.cz/iscobemm/2016-2017-2018" target="_blank" >https://webcentrum.muni.cz/iscobemm/2016-2017-2018</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Potential Role of Social Media in Value Co-Creation
Original language description
The purpose of this paper is to investigate on the potential role of social media in value co-creation relationships in a marketing and management perspective. It goes without saying how we witness importance of social media in achieving general marketing goals. Moreover, concept of value co-creation implies management initiative to develop closer and mutually beneficial interactive relationships between company and customers in order to further jointly co-create acceptable outcome for parties involved. Authors will try to give a theoretical overview of potential portrayal of social media as a communicational channel/tool and its eventual footprint on value co-creation. What are the social media marketing and management elements useful to shape and influence the process of value co-creation? How did the academic public approach and elaborate this consanguinity? Primarily, by observing theoretical developments throughout academic prism, authors have been very much interested to tackle these questions. The research performed is theoretical, secondary-desk analysis. Publicly available sources of literature have been utilized. Academia shares contrasting attitudes when it comes to potential roles of social media in value co-creation. A group of analysed authors strongly supports this statement, whilst we have another cluster of authors who are severely opposing and claim that no solid findings are possible until more primary researches are performed.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
N - Vyzkumna aktivita podporovana z neverejnych zdroju
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of International Scientific Conference of Business Economics Management and Marketing 2016
ISBN
9788021083486
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
14-23
Publisher name
Faculty of Economics and Administration, Masaryk University
Place of publication
Brno
Event location
Brno
Event date
Sep 15, 2016
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000387180500003