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Conceptual model to analyze the influence of customer participation and value co-creation in social media on brand performance

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dc.title Conceptual model to analyze the influence of customer participation and value co-creation in social media on brand performance en
dc.contributor.author Nejad Falatouri Moghaddam, Taha
dc.relation.ispartof 15th Annual International Bata Conference for Ph.D. Students and Young Researchers (DOKBAT)
dc.identifier.isbn 978-80-7454-980-9
dc.date.issued 2019
dc.citation.spage 772
dc.citation.epage 777
dc.event.title 15th Annual International Bata Conference for Ph.D. Students and Young Researchers (DOKBAT)
dc.event.location Zlín
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2019-11-07
dc.event.edate 2019-11-07
dc.type conferenceObject
dc.language.iso en
dc.publisher Tomas Bata Univ Zlin
dc.identifier.doi 10.7441/dokbat.2019.075
dc.relation.uri https://digilib.k.utb.cz/handle/10563/45972
dc.subject social media en
dc.subject customer participation en
dc.subject value proposition en
dc.description.abstract Brand performance is shown how much a business is successful in the market for profitability and desirability, Value propositions is critical element influencing the brand performance, value proposition can be affected by different aspects of customer experience. In this research, we propose a conceptual model for analysing the level of Customer Participation in social media and value proposition co-creation and the effect of value propositions on brand performance. Social media provides an interactive area for the consumer and business owner to be in touch and to co-create value propositions. Considering this atmosphere, we have offered a conceptual model including Symbolic, Functional, Relational, Emotional, Entitativity and Economical values as possible values which can co-create by the users and business owners on social media. The effect of these values on performance of a brand has been examined as another point. Getting deep into the research literature we faced a new challenge that the behaviour of the different Generation is far from each other then we tried to participate in modern area then we included the generation differentiation into our research by focusing on Z generation as a mediator variable and other generation on the level of participation on social media for creating value propositions. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1010575
utb.identifier.rivid RIV/70883521:28120/19:63524122!RIV20-MSM-28120___
utb.identifier.obdid 43880981
utb.identifier.wok 000692876300074
utb.source C-wok
dc.date.accessioned 2021-10-08T21:13:49Z
dc.date.available 2021-10-08T21:13:49Z
utb.contributor.internalauthor Nejad Falatouri Moghaddam, Taha
utb.fulltext.affiliation Taha Nejad Falatouri Moghaddam Tomas Bata University in Zlín, Faculty of Management and Economics, Mostní 5139, 76001, Zlín, Czech Republic E-mail: Falatouri_moghaddam@utb.cz
utb.fulltext.dates -
utb.fulltext.sponsorship -
utb.wos.affiliation [Moghaddam, Taha Nejad Falatouri] Tomas Bata Univ Zlin, Fac Management & Econ, Mostni 5139, Zlin 76001, Czech Republic
utb.fulltext.projects -
utb.fulltext.faculty Faculty of Management and Economics
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