KOREASCHOLAR

ENDING BOWLING ALONE: CO-CREATING VALUES AND BUILDING SOCIAL CAPITAL VIA CUSTOMER ENGAGEMENT IN SOCIAL MEDIA

Tingting Zhang, Po-Ju Chen
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/350680
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.116
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study focuses on the digital generation in China and their engagement in social media to co-create values with firms. The study employed a qualitative research approach to first develop a social media co-creation value scale. This was followed by motivational analysis of social media engagement to co-create values. A spectrum of utilitarian and hedonic motives related to value co-creation behaviors via social media were then identified. Many theoretical and practical implications are provided based on the study findings.

Keyword
value co-creationsocial mediadigital generationmotivational analysis
Author
  • Tingting Zhang(University of Central Florida, USA)
  • Po-Ju Chen(University of Central Florida, USA)