Co-creating value with consumers through social media

Kao, Tzuyi; Yang, Ming‐Hsien; Wu, Ji‐Tsung Ben; Cheng, Yi‐Chiao

doi:10.1108/jsm-03-2014-0112

Cited by 99 publications

(93 citation statements)

References 39 publications

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“…As suggested by Mangold and Faulds (2009), social media is a part of the promotional mix and, among other things, proposed the following to guide interactions to achieve positive impact: create communities of people who share interests, engage customers using social networking, appeal to a range of customers by combining marketing tools, etc. This indicates that in the political marketing context, social media can be used as a platform for co-creating value with consumers/voters (Kao et al, 2016). Therefore, the potential of using social media for political parties marketing is enormous.…”

Section: Role Of Social Media In Political Marketing Campaignsmentioning

confidence: 99%

The Implications of Facebook in Political Marketing Campaigns in Croatia

Martinović¹,

Pirić²,

Krkač³

2020

CEBR

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In the young Croatian democracy, there is a necessary role of the strategic approach to the political marketing communication campaigns, especially in using the new media, social networks and Facebook, being the most representative one. This paper aims to analyse to what degree the political parties use Facebook, how they manage this, and the opinions and viewpoints of the voters. This study has two major goals: to analyse how the leading political parties in Croatia use and manage social media services, particularly Facebook, and to evaluate perspectives of the Croatian voters regarding social media during political campaigns. Two instruments were created based on the secondary research: a protocol for in-depth semi-structured interviews conducted with the social media specialists of the leading Croatian political parties (n = 3) and a survey of voters (n = 557), ranging in age from 18-45 years (78.1%), 46-55 years (14.7%), 56-65 years (6.1%) and older than 66 (1.1%). Croatian political parties do not use Facebook's entire potential. The respondents who vote regularly believe that the political parties' Facebook pages are significant in their promotion and visit these pages more frequently. These pages are visited more frequently during political campaigns. It is imperative to focus on increased quality and more frequent communication, direct communication and turning to young people in the campaigns. There are statistically significant differences with regard to age on the issue of voting. Croatian political parties can improve the potential of social networks, primarily Facebook, in election campaigns. Implications for a Central European audience: In addition to the specified deficiencies of the Facebook pages, the voters provided suggestions for improving the Facebook content and increasing page visits. When used in combination with other social media, Facebook has the strongest potential for influencing the young voters. The results indicate the need for professional management of relevant social media strategies and tactics. The improvements of the Facebook pages can be grouped in several categories, the most important being "Content", "Communication" and "Strategy". The improvements would yield more frequent visits by the potential voters.

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Section: Role Of Social Media In Political Marketing Campaignsmentioning

confidence: 99%

The Implications of Facebook in Political Marketing Campaigns in Croatia

Martinović¹,

Pirić²,

Krkač³

2020

CEBR

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“…Because of this, the nature of their relationship tends to be different from commercially orientated organisations. Due to resource constraints, collaboration tends to be much more cost conscious, with some (Kao et al, 2016) highlighting the use of low-cost operational platforms such as social media as being more crucial in the co-creation of values. Trust in the relationships between the stakeholders is also a crucial element to encourage them to engage in the values co-creation process (Ferguson, Schattke and Paulin, 2016).…”

Section: Opportunities and Challenges In Deploying Social Bricolage Amentioning

confidence: 99%

The co-creation of social ventures through bricolage, for the displaced, by the displaced

Cheung

Kwong

Manzoor

et al. 2019

IJEBR

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Purpose Although scholars have investigated how social entrepreneurs create and develop social enterprises in the penurious stable environment, how they are created in the penurious unstable environment has yet been overlooked. The purpose of this paper is to address this research gap by exploring how internally displaced individuals, despite the lack of resources, create and develop a social enterprise to serve the other displaced population in the war and conflict zones. Design/methodology/approach Underpinned by a biographical research design, in-depth interviews with internally displaced individuals who have created social enterprises in the war and conflict zones were undertaken. Three social entrepreneurs were chosen for this study from three different social enterprises that are created by internally displaced individuals to serve the other internally displaced people of three different countries, namely, Pakistan, Afghanistan and Syria. Findings The single and cross-case analysis found that internally displaced individuals deploy bricolage strategy, for example, reconfiguration of pre-existing resources and competencies (both internal and external), to start up a social venture in the war and conflict zones. They utilise pre-existing internal resources, mainly human capital, and external resources, through a frugal approach towards resources acquisitions. The authors also found that the displaced social entrepreneurs utilise resources of other displaced individuals, for example, networks, volunteers, local knowledge and financial supports mainly from older arrivals, and develop their own enterprise ecosystem within the host location to co-create and co-develop social enterprise and social values for all of them. Research limitations/implications The findings show that internally displaced individuals utilise bricolage strategies to create and develop socially entrepreneurial venture to serve other internally displaced individuals in the war and conflict zones. As the findings are based on three case studies, for confirmatory approach, a quantitative study with a large sample size is necessary. Furthermore, as the differences in economic, cultural and linguistic in between the home and host locations can have impact on the creation and the development of a social venture, they should be considered in the future studies. Originality/value This study contributes to the limited literature and studies on social entrepreneurship, specifically, to the context of unstable penurious environment. It also contributes to the literature on bricolage by extending its application from penurious stable environment to the penurious unstable environment. By exploring what and how internal and external resources are utilised to create and develop a socially entrepreneurial venture in a war and conflict zones, this study has added value to the literature on not only bricolage but also entrepreneurship in war and conflict zones.

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“…The importance of customer engagement in marketing activity has been highlighted in the work of Hollebreek (2011) and Brodie et al (2011). This concept has been examined in virtual contexts by Brodie et al (2013), Hollebreek et al (2014, Kao et al (2016), andTregua et al (2015). Customer engagement has been defined as 'a psychological state which occurs by virtue of interactive, co-creative customer experiences with a focal object (e.g.…”

Section: Social Media and Value Co-creationmentioning

confidence: 99%

“…Xie and Stevenson (2014) applied social media in digital libraries. Kao et al (2016) investigated co-creating value with consumers through social media using a service firm. Islam, Agarwal, and Ikeda (2015) conceptualised the business notion of value co-creation in the framework of libraries.…”

Section: Introductionmentioning

confidence: 99%

The Dynamics of Social Media and Value Co-Creation

Sahni

Appiah

2019

Leveraging Computer-Mediated Marketing Environments

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Social media is considered trustworthy by consumers, and this has resulted in a strong consumer focus on social media to acquire information related to products and services. There are various benefits offered by social media, but security is a major concern as viruses and other threats can affect a huge number of users of social media. These platforms are not well governed. Indeed, they are highly decentralized and could easily be accessed, and this presents a high risk of illegal activity. Businesses continue to reap the benefits of incorporating social media into their strategies. There has been a shift in focus from conventional media to online and digital media in the form of social networking sites, wikis, and blogs. This has given rise to viral marketing as a means of effective communication and sharing information. The current chapter aims to explore the relationship between social media and value co-creation.

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Co-creating value with consumers through social media

Cited by 99 publications

References 39 publications

The Implications of Facebook in Political Marketing Campaigns in Croatia

The Implications of Facebook in Political Marketing Campaigns in Croatia

The co-creation of social ventures through bricolage, for the displaced, by the displaced

The Dynamics of Social Media and Value Co-Creation

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