Potential Role of Social Media in Value Co-Creation

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Potential Role of Social Media in Value Co-Creation

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Potential Role of Social Media in Value Co-Creation

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

10

Strana od-do

14-23

Název nakladatele

Faculty of Economics and Administration, Masaryk University

Místo vydání

Brno

Místo konání akce

Brno

Datum konání akce

15. 9. 2016

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000387180500003