Abstract
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.
| Original language | English |
|---|---|
| Title of host publication | Leveraging computer-mediated marketing environments |
| Editors | Gordon Bowen, Wilson Ozuem |
| Place of Publication | Pennsylvania, US |
| Publisher | IGI Global |
| Pages | 22-42 |
| ISBN (Print) | 9781522573449 |
| DOIs | |
| Publication status | Published - 1 Jan 2019 |
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