Potential Role of Social Media in Value Co-Creation

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.

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

• Originální 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)
• WWW: 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

Anotace

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.