Social interactions impact on product and service development

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63525377" target="_blank" >RIV/70883521:28120/20:63525377 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.2478/picbe-2020-0031" target="_blank" >http://dx.doi.org/10.2478/picbe-2020-0031</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.2478/picbe-2020-0031" target="_blank" >10.2478/picbe-2020-0031</a>

Result language
angličtina
Original language name
Social interactions impact on product and service development
Original language description
Digital marketing has enabled a new style of consumerism. Nowadays consumers play active roles in product designing and service development. Social media and user-generated content give consumers possibilities to have some interactions regarding the new or existing product. This gives new opportunities to developers and empowers costumers to be involved in product and service development more than they used to be. While traditional marketing literature typically illustrates consumers as passive recipients this paper will show that digital marketing gives them chance to be actively involved in product and service development, tries to define how social interactions effects development and offers a conceptual model for future research. From the literature, it has emerged that social influence has a big impact on product and service development. This study will be important mostly for those companies who try to implement digital technologies now, as for companies who already adopted these technologies some time ago but they still can't find benefits from it. In the academic field, this paper will help researchers for their future work. Marketing inferences are drawn, and direction for future research is developed in the entire manuscript.
Czech name
—
Czech description
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Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON BUSINESS EXCELLENCE
ISBN
—
ISSN
2502-0226
e-ISSN
—
Number of pages
9
Pages from-to
324-332
Publisher name
Sciendo De Gruyter
Place of publication
Varšava
Event location
Bukurešť
Event date
Jun 11, 2020
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000556549000031

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