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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

6

Strana od-do

784-789

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

6. 11. 2019

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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