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    Insights into how Vietnamese retailers utilize social media to facilitate knowledge creation through the process of value co-creation

    Trim, Peter R.J. and Lee, Y.-I. and Vu, A. (2023) Insights into how Vietnamese retailers utilize social media to facilitate knowledge creation through the process of value co-creation. Future Internet 15 (4), p. 123. ISSN 1999-5903.

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    Abstract

    Social media usage is a direct result of Internet connectivity and is gaining increased prominence in business-to-consumer (B2C), business-to-business (B2B), and consumer-to-business (C2B) relationship building, which is allowing marketers to devise and implement digital marketing strategies that are perceived as enhancing a customer’s well-being. Through the process of utilizing social media (SM) to share information with consumers, marketers are affording themselves with the concept of value co-creation and ensuring that the development of knowledge is given priority. To explain how this happens in an emerging economy, in-depth personal interviews were undertaken with the owners of five retail fashion companies in Vietnam. The findings indicate that fashion retail companies in Vietnam are deploying digital marketing strategies that deliver perceived enhanced value to consumers through the process of value co-creation. This highlights the advantage of using SM in relation to increasing retail staff’s ability to convert information into usable resources such as intelligence and knowledge. By achieving knowledge conversion, retail staff fulfill the role of ‘knowledge broker’ and ‘knowledge connector’, and identify how organizational intervention, such as new operating structures, can help to deliver perceived enhanced value to customers.

    Metadata

    Item Type: Article
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Administrator
    Date Deposited: 27 Mar 2023 13:04
    Last Modified: 02 Aug 2023 18:20
    URI: https://eprints.bbk.ac.uk/id/eprint/50895

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