Publication details

Theoretical Overview of Social Media-Value (co)Creation Bond



Year of publication 2016
Type Article in Proceedings
Conference Proceedings of 17th International Scientific Conference on Economic and Social Development – Managerial Issues in Modern Business
MU Faculty or unit

Faculty of Economics and Administration

Web Economic and Social Development (Book of Proceedings), 17th International Scientific Conference on Economic and Social Development – “Managerial Issues in Modern Business”
Field Management and administrative
Keywords social media; S-D logic; relation; interaction; value co-creation
Description The ultimate purpose of this paper is to inquire on eventual role of social media in value co-creation relationships in a marketing. Lately we have been witnessing the 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. Hereby theoretical overview of potential portrayal of social media as a communicational channel/tool and its eventual footprint on value co-creation is going to be given. 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? The research performed is theoretical, secondary-desk analysis. Publicly available sources of literature have been utilized. As a general conclusion, ccademia shares contrasting attitudes when it comes to potential roles of social media in value co-creation. A group of analyzed 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

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