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@inproceedings{1358108,
author = {Mladenović, Dušan and Dolonec, Sanja},
address = {Warsaw, Poland},
booktitle = {Proceedings of 17th International Scientific Conference on Economic and Social Development – Managerial Issues in Modern Business},
edition = {17th Edition},
editor = {Miroslaw Przygoda, Mihaela Mikic, Petar Kurecic},
keywords = {social media; S-D logic; relation; interaction; value co-creation},
howpublished = {elektronická verze "online"},
language = {eng},
location = {Warsaw, Poland},
pages = {187 - 195},
publisher = {Domagoj Cingula},
title = {Theoretical Overview of Social Media-Value (co)Creation Bond},
url = {http://www.esd-conference.com/index.php?page=past-conferences},
year = {2016}
}
TY - JOUR
ID - 1358108
AU - Mladenović, Dušan - Dolonec, Sanja
PY - 2016
TI - Theoretical Overview of Social Media-Value (co)Creation Bond
PB - Domagoj Cingula
CY - Warsaw, Poland
KW - social media
KW - S-D logic
KW - relation
KW - interaction
KW - value co-creation
UR - http://www.esd-conference.com/index.php?page=past-conferences
L2 - http://www.esd-conference.com/index.php?page=past-conferences
N2 - 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
ER -
MLADENOVI$\backslash$'C, Dušan a Sanja DOLONEC. Theoretical Overview of Social Media-Value (co)Creation Bond. In Miroslaw Przygoda, Mihaela Mikic, Petar Kurecic. \textit{Proceedings of 17th International Scientific Conference on Economic and Social Development – Managerial Issues in Modern Business}. 17th Edition. Warsaw, Poland: Domagoj Cingula. s.~187 - 195. ISSN~1849-7535. 2016.
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