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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 | |
utb.fulltext.ou | - |