The dynamics of social media and value co-creation

Sahni, Kamna and Appiah, Kenneth (2019) The dynamics of social media and value co-creation. In: Bowen, Gordon and Ozuem, Wilson, (eds.) Leveraging computer-mediated marketing environments. IGI Global, Pennsylvania, US, pp. 22-42.

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Official URL: https://doi.org/10.4018/978-1-5225-7344-9.ch002

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.

Item Type: Book Section
Publisher: IGI Global
ISSN: 2327-5502
ISBN: 9781522573449
Departments: Business
Additional Information: Kamna Sahni (University of the West Scotland, UK) and Kenneth Appiah (University of Cumbria, UK). Chapter 2 within book.
Depositing User: Anna Lupton
Date Deposited: 25 Jan 2019 15:21
Last Modified: 25 Jan 2019 15:41
URI: http://insight.cumbria.ac.uk/id/eprint/4420

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