Social interactions impact on product and service development
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
<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>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Social interactions impact on product and service development
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
Social interactions impact on product and service development
Popis výsledku anglicky
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.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
—
OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
—
Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2020
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON BUSINESS EXCELLENCE
ISBN
—
ISSN
2502-0226
e-ISSN
—
Počet stran výsledku
9
Strana od-do
324-332
Název nakladatele
Sciendo De Gruyter
Místo vydání
Varšava
Místo konání akce
Bukurešť
Datum konání akce
11. 6. 2020
Typ akce podle státní příslušnosti
EUR - Evropská akce
Kód UT WoS článku
000556549000031