Social media marketing, value creation and firm's sustainability performance: a study among young consumers

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F23%3A63553318" target="_blank" >RIV/70883521:28120/23:63553318 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.emerald.com/insight/content/doi/10.1108/AJIM-05-2022-0245/full/html" target="_blank" >https://www.emerald.com/insight/content/doi/10.1108/AJIM-05-2022-0245/full/html</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1108/AJIM-05-2022-0245" target="_blank" >10.1108/AJIM-05-2022-0245</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Social media marketing, value creation and firm's sustainability performance: a study among young consumers

Popis výsledku v původním jazyce

Purpose. Social media marketing (SMMT) is explored in the light of value creation (VC) and firms&apos; sustainability performance. This research deals with the influence of both value co-creation (VCCR) and value co-destruction (VCDE) on SMMT and firm sustainability.Design/methodology/approach. A quantitative approach is employed in this research. By means of structural equation modeling (SEM), specifically, PLS (partial least squares)-SEM, consumers&apos; responses are analyzed. Findings. The result confirms that SMMT influences firms&apos; sustainability performance. Additionally, the study established a relationship between SMMT and VCCR and SMMT and VCDE. The study further showed that VCCR contributes to sustainability. Concerning the indirect relationships, the study ndicates that VCDE influenced SMMT and sustainability performance. Research limitations/implications. A theoretical basis for studying both VCCR and VCDE is provided. The current study especially encourages further study into VCDE. Practical implications. This work informs businesses about using SMMT to enhance sustainability performance. This work also warns about the reality of VCDE when using SMMT. Originality/value. This research empirically explores SMMT and firm sustainability performance (SPFM) and also has a model that includes both VCCR and VCDE.

Název v anglickém jazyce

Social media marketing, value creation and firm's sustainability performance: a study among young consumers

Popis výsledku anglicky

Purpose. Social media marketing (SMMT) is explored in the light of value creation (VC) and firms&apos; sustainability performance. This research deals with the influence of both value co-creation (VCCR) and value co-destruction (VCDE) on SMMT and firm sustainability.Design/methodology/approach. A quantitative approach is employed in this research. By means of structural equation modeling (SEM), specifically, PLS (partial least squares)-SEM, consumers&apos; responses are analyzed. Findings. The result confirms that SMMT influences firms&apos; sustainability performance. Additionally, the study established a relationship between SMMT and VCCR and SMMT and VCDE. The study further showed that VCCR contributes to sustainability. Concerning the indirect relationships, the study ndicates that VCDE influenced SMMT and sustainability performance. Research limitations/implications. A theoretical basis for studying both VCCR and VCDE is provided. The current study especially encourages further study into VCDE. Practical implications. This work informs businesses about using SMMT to enhance sustainability performance. This work also warns about the reality of VCDE when using SMMT. Originality/value. This research empirically explores SMMT and firm sustainability performance (SPFM) and also has a model that includes both VCCR and VCDE.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50201 - Economic Theory

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název periodika

Aslib Journal of Information Management

ISSN

2050-3806

e-ISSN

2050-3814

Svazek periodika

neuveden

Číslo periodika v rámci svazku

neuvedeno

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

21

Strana od-do

—

Kód UT WoS článku

000911107200001

EID výsledku v databázi Scopus

2-s2.0-85146182808