Potential Role of Social Media in Value Co-Creation

D 2016

Potential Role of Social Media in Value Co-Creation

MLADENOVIĆ, Dušan; Anida KRAJINA; Hana DEMELOVÁ a Roberto BRUNI

Základní údaje

Originální název

Potential Role of Social Media in Value Co-Creation

Autoři

MLADENOVIĆ, Dušan (688 Srbsko, garant, domácí); Anida KRAJINA (70 Bosna a Hercegovina, domácí); Hana DEMELOVÁ (203 Česká republika, domácí) a Roberto BRUNI (380 Itálie)

Vydání

1st edition. Brno, Proceedings of International Scientific Conference of Business Economics Management and Marketing 2016, od s. 14 - 23, 10 s. 2016

Nakladatel

Faculty of Economics and Administration, Masaryk University

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Obor

50204 Business and management

Stát vydavatele

Česká republika

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

paměťový nosič (CD, DVD, flash disk)

Odkazy

URL

Kód RIV

RIV/00216224:14560/16:00108681

Organizační jednotka

Ekonomicko-správní fakulta

ISBN

978-80-210-8348-6

UT WoS

000387180500003

Klíčová slova anglicky

social media; value co-creation; influence; interactive relations; S-D logic

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 28. 4. 2020 01:03, Mgr. Pavel Sedláček

Anotace

V originále

The purpose of this paper is to investigate on the potential role of social media in value co-creation relationships in a marketing and management perspective. It goes without saying how we witness 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. Authors will try to give a theoretical overview of potential portrayal of social media as a communicational channel/tool and its eventual footprint on value co-creation. 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? Primarily, by observing theoretical developments throughout academic prism, authors have been very much interested to tackle these questions. The research performed is theoretical, secondary-desk analysis. Publicly available sources of literature have been utilized. Academia shares contrasting attitudes when it comes to potential roles of social media in value co-creation. A group of analysed 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.

Citovat

MLADENOVIĆ, Dušan; Anida KRAJINA; Hana DEMELOVÁ a Roberto BRUNI. Potential Role of Social Media in Value Co-Creation. In Ing. Pavla Odehnalová, Ph.D.; Ing. Ondřej Částek, Ph.D.; Ing. Ladislava Kuchynková, Ph.D. Proceedings of International Scientific Conference of Business Economics Management and Marketing 2016. 1st edition. Brno: Faculty of Economics and Administration, Masaryk University, 2016, s. 14 - 23. ISBN 978-80-210-8348-6.

@inproceedings{1358905,
   author = {Mladenović, Dušan and Krajina, Anida and Demelová, Hana and Bruni, Roberto},
   address = {Brno},
   booktitle = {Proceedings of International Scientific Conference of Business Economics Management and Marketing 2016},
   edition = {1st edition},
   editor = {Ing. Pavla Odehnalová, Ph.D.; Ing. Ondřej Částek, Ph.D.; Ing. Ladislava Kuchynková, Ph.D.},
   keywords = {social media; value co-creation; influence; interactive relations; S-D logic},
   howpublished = {paměťový nosič},
   language = {eng},
   location = {Brno},
   isbn = {978-80-210-8348-6},
   pages = {14 - 23},
   publisher = {Faculty of Economics and Administration, Masaryk University},
   title = {Potential Role of Social Media in Value Co-Creation},
   url = {https://webcentrum.muni.cz/iscobemm/2016-2017-2018},
   year = {2016}
}

TY  - CONF
ID  - 1358905
AU  - Mladenović, Dušan - Krajina, Anida - Demelová, Hana - Bruni, Roberto
PY  - 2016
TI  - Potential Role of Social Media in Value Co-Creation
PB  - Faculty of Economics and Administration, Masaryk University
CY  - Brno
SN  - 9788021083486
KW  - social media
KW  - value co-creation
KW  - influence
KW  - interactive relations
KW  - S-D logic
UR  - https://webcentrum.muni.cz/iscobemm/2016-2017-2018
L2  - https://webcentrum.muni.cz/iscobemm/2016-2017-2018
N2  - The purpose of this paper is to investigate on the potential role of social media in value co-creation relationships in a marketing and management perspective. It goes without saying how we witness 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. Authors will try to give a theoretical overview of potential portrayal of social media as a communicational channel/tool and its eventual footprint on value co-creation. 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? Primarily, by observing theoretical developments throughout academic prism, authors have been very much interested to tackle these questions. The research performed is theoretical, secondary-desk analysis. Publicly available sources of literature have been utilized. Academia shares contrasting attitudes when it comes to potential roles of social media in value co-creation. A group of analysed 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; Anida KRAJINA; Hana DEMELOVÁ a Roberto BRUNI. Potential Role of Social Media in Value Co-Creation. In Ing. Pavla Odehnalová, Ph.D.; Ing. Ondřej Částek, Ph.D.; Ing. Ladislava Kuchynková, Ph.D. \textit{Proceedings of International Scientific Conference of Business Economics Management and Marketing 2016}. 1st edition. Brno: Faculty of Economics and Administration, Masaryk University, 2016, s.~14 - 23. ISBN~978-80-210-8348-6.

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