CONCEPTUAL MODEL TO ANALYZE THE INFLUENCE OF CUSTOMER PARTICIPATION AND VALUE CO-CREATION IN SOCIAL MEDIA ON BRAND PERFORMANCE

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F19%3A63524122" target="_blank" >RIV/70883521:28120/19:63524122 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

CONCEPTUAL MODEL TO ANALYZE THE INFLUENCE OF CUSTOMER PARTICIPATION AND VALUE CO-CREATION IN SOCIAL MEDIA ON BRAND PERFORMANCE

Original language description

Brand performance is shown how much a business is successful in the market for profitability and desirability, Value propositions is critical element influencing the brand performance, value proposition can be affected by different aspects of customer experience. In this research, we propose a conceptual model for analysing the level of Customer Participation in social media and value proposition co-creation and the effect of value propositions on brand performance. Social media provides an interactive area for the consumer and business owner to be in touch and to co-create value propositions. Considering this atmosphere, we have offered a conceptual model including Symbolic, Functional, Relational, Emotional, Entitativity and Economical values as possible values which can co-create by the users and business owners on social media. The effect of these values on performance of a brand has been examined as another point. Getting deep into the research literature we faced a new challenge that the behaviour of the different Generation is far from each other then we tried to participate in modern area then we included the generation differentiation into our research by focusing on Z generation as a mediator variable and other generation on the level of participation on social media for creating value propositions.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

DOKBAT 2019 - 15th International Bata Conference for Ph.D. Students and Young Researchers

ISBN

978-80-7454-893-2

ISSN

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e-ISSN

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Number of pages

6

Pages from-to

784-789

Publisher name

Fakulta managementu a ekonomiky, UTB ve Zlíně

Place of publication

Zlín

Event location

Zlín

Event date

Nov 6, 2019

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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