Co-creating Value from Social Media: A Framework. (November 2019)

• Record Type: Journal Article
• Authors: Brey, Eric T.
• Other Names: Rademakers Martijn guest-editor.; Scheepstra Sabine guest-editor.; Stokes Peter guest-editor.
• Is Part Of: Journal of creating value. Volume 5:Number 2(2019)
• Page Start: 222
• Page End: 236
• Publication Date: 2019-11
• Subjects: Customer value co-creation -- social media marketing -- content classification -- customer engagement -- value creation; Customer services -- Periodicals; Customer relations -- Management -- Periodicals; Consumer satisfaction -- Periodicals; 658.812
• DOI: 10.1177/2394964319869054
• Languages: English
• ISSNs: 2394-9643

Abstract

Abstract: Co-created value occurs when both the customer and provider benefit simultaneously from an interaction. To deliver on these opportunities, marketing has become a means by which organizations across the product-service spectrum directly interact with customers outside of traditional value-creating activities. Via social media, organizations influence customers while supporting value co-creation for the brand and users simultaneously. While this offers a wide range of opportunities to interact with customers, continued saturation of social networks has magnified the importance of engaging in organic dialogue. To that end, the aim of this article is to establish a framework usable across industries, platforms and content types. The social media value creation framework includes six vertical categories, including respond, transact, educate, awareness, stimulate and entertain. Definitions and examples of each vertical, along with theoretical and practical applications, are included.