Potential Role of Social Media in Value Co-Creation
Potential Role of Social Media in Value Co-Creation

Author(s): Dušan Mladenović, Roberto Bruni, Anida Krajina, Hana Demelová
Subject(s): Media studies, Business Economy / Management, Social Informatics, Marketing / Advertising, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: social media; value co-creation; influence; interactive relations; S-D logic;
Summary/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 cocreate 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.

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