The dynamics of social media and value co-creation

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

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 languageEnglish
Title of host publicationLeveraging computer-mediated marketing environments
EditorsGordon Bowen, Wilson Ozuem
Place of PublicationPennsylvania, US
PublisherIGI Global
Pages22-42
ISBN (Print)9781522573449
DOIs
Publication statusPublished - 1 Jan 2019

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