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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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:	Academic Departments > Business, Law, Policing & Social Sciences (BLPSS) > 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:	13 Jan 2024 08:02
URI:	https://insight.cumbria.ac.uk/id/eprint/4420

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