6533b7d7fe1ef96bd126832c

RESEARCH PRODUCT

Social Media Marketing and Value Co-creation: A Dynamic Performance Management Perspective

Francesca Costanza

subject

Media managementReturn on marketing investmentKnowledge managementDigital marketingbusiness.industry05 social sciencesQuantitative marketing researchMarketing strategyMarketing management0502 economics and business050211 marketingbusinessMarketing researchRelationship marketing050203 business & management

description

The diffusion of web-based technologies has transformed the today consumers, shifting them from mere users to content generators, able to influence each other’s opinions and choices. Such trend discloses important consequences for firms, products and brands. In order to support strategic and operational decision-making, this study frames the phenomenon of social media marketing into the value co-creation paradigm and shows how to design an analytical framework combining performance management and System Dynamics.

yearjournalcountryeditionlanguage
2017-01-01
https://doi.org/10.1007/978-3-319-56925-3_11