Potential Role of Social Media in Value Co-Creation

MLADENOVIĆ, Dušan, Anida KRAJINA, Hana DEMELOVÁ and 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, p. 14 - 23. ISBN 978-80-210-8348-6.

Basic information

• Original name: Potential Role of Social Media in Value Co-Creation
• Authors: MLADENOVIĆ, Dušan (688 Serbia, guarantor, belonging to the institution), Anida KRAJINA (70 Bosnia and Herzegovina, belonging to the institution), Hana DEMELOVÁ (203 Czech Republic, belonging to the institution) and Roberto BRUNI (380 Italy).
• Edition: 1st edition. Brno, Proceedings of International Scientific Conference of Business Economics Management and Marketing 2016, p. 14 - 23, 10 pp. 2016.
• Publisher: Faculty of Economics and Administration, Masaryk University

Other information

• Original language: English
• Type of outcome: Proceedings paper
• Field of Study: 50204 Business and management
• Country of publisher: Czech Republic
• Confidentiality degree: is not subject to a state or trade secret
• Publication form: storage medium (CD, DVD, flash disk)
• WWW: URL
• RIV identification code: RIV/00216224:14560/16:00108681
• Organization unit: Faculty of Economics and Administration
• ISBN: 978-80-210-8348-6
• UT WoS: 000387180500003
• Keywords in English: social media; value co-creation; influence; interactive relations; S-D logic
• Tags: International impact, Reviewed

Abstract

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.