scholarly journals VALUE CO-CREATION THROUGH SOCIAL MEDIA: A CASE STUDY OF A START-UP COMPANY

2019 ◽  
Vol 20 (1) ◽  
pp. 1-19 ◽  
Author(s):  
Junic Kim ◽  
Hwanho Choi
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Small Businesses ◽  
Start Up ◽  
Media Platform ◽  
Social Media Tools ◽  
Start Ups ◽  
The Relationship ◽  
Social Media Strategy

This research examines social media users’ value-creation processes and the drivers of a start-up company’s successful social media strategy. This research primarily aims to understand start-ups’ effective utilization of social media and value co-creation processes. Although utilizing social media has become key for many organizations, start-ups and small businesses often suffer from a lack of understanding and knowledge of the utilization of social media tools. Therefore, this article uses a case study on the relationship between a social media platform and users’ value co-creation to offer a conceptual framework for start-ups to consider in utilizing social media. Our research reveals that four core drivers of social media success include experience, satisfaction, expression, and sharing ability. Each of these drivers in turn contains conditions for understanding users’ value-creation process and the creation of drivers for successful social media strategies. The research contributes to literature by providing a detailed review of users’ value co-creation as a part of a start-up’s successful social media strategy.

scholarly journals A start-up in interaction with its partners

IMP Journal ◽  
2016 ◽  
Vol 10 (1) ◽  
pp. 50-80 ◽  
Author(s):  
Tamara Oukes ◽  
Ariane Raesfeld von
Keyword(s):  
Longitudinal Case Study ◽  
Content Type ◽  
The Past ◽  
Focal Firm ◽  
Start Up ◽  
Process And Outcome ◽  
Start Ups ◽  
The Relationship ◽  
Practical Implications

Purpose – Start-ups are companies that are not yet embedded in a pre-existing network of relationships. Studies that researched how start-ups act in their relationships focused on just one type of action and assumed that start-ups are autonomous in how they choose to act. However, organisational action in relationships is both interactive and dynamic. Therefore, the purpose of this paper is to investigate how a start-up interacts with its partners over time. Design/methodology/approach – The research aim is addressed through a longitudinal case study of a start-up in the medical device business. It was analysed how this start-up and its six key partners acted and reacted during 18 interactions episodes, what triggered these actions and what the outcomes of their actions were. In addition, the researchers explored if and how the subsequent episodes were related. Findings – First, the case shows that the past and the future affect current episodes. Second, it shows that action was triggered by both internal and external events which could expand or constrain opportunities for future interactions. Third, the findings show that there was a pattern in the interaction modes used during the relationship. Fourth, the findings show that the initial mode of interaction was often imitated by the counterparty. Finally, it is shown that there are clear links between the trigger, interaction process and outcome in an interaction episode. Research limitations/implications – The results indicate that besides the focal firm, partners should always be actively and directly involved in any research into organisational action. Moreover, action in relationships should be characterised as a dynamic process that is in a state of continual change. Practical implications – Managers of start-ups: can influence the outcomes of their relationships through their actions; have to react to both opportunities and conflicts in their relationships; can rely on their network to solve conflicts; and should closely consider their own actions and their counterparty’s actions. Originality/value – The research is valuable because it studies the interactive and dynamic nature of start-ups’ action in relationships.

scholarly journals Gender and the use of external business advice: a Swedish study

2015 ◽  
Vol 7 (1) ◽  
pp. 105-124 ◽  
Author(s):  
Darush Yazdanfar ◽  
Saeid Abbasian
Keyword(s):  
Small Businesses ◽  
Small Firms ◽  
Important Variable ◽  
Small Business Owners ◽  
Firm Level ◽  
Content Type ◽  
Start Up ◽  
Gender Based ◽  
Start Ups ◽  
The Relationship

Purpose – The aim of this study is to examine whether there are significant differences between female and male entrepreneurs’ use of consultation during business start-ups. Design/methodology/approach – Using several statistical tools, including ANOVA and seemingly unrelated regressions, empirical analyses are conducted on a unique and firm-level panel database of 837 female- and 1926 male-owned active small firms. Findings – The results indicate that gender may be an important variable in the use of advice among small business owners in Sweden. Female owners in this study are shown to be more eager than male owners to use external business advice, and do so to a higher extent. Practical implications – One implication of this study is that firms may not be able to use all business advice types simultaneously during their start-up stage, so an ordered list of consultancy services would help them prioritize and adjust their needs accordingly. Because the use of business advice is context-based, the findings of this study may not be generalized to firms in other countries. This paper shows some gender-based attributes/features relating to the use of business advice, which need to be better integrated into policymaking for the future assistance of small businesses. Originality/value – This article focuses on an important issue and is unique partly because few studies have examined the relationship between gender and external business advice. By explicitly and empirically examining this issue, this article makes a contribution to the small- and medium-sized enterprises’ literature.

scholarly journals Developing a social media strategy for R&D in energy efficiency – a case study in progress

2019 ◽  
Vol 116 ◽  
pp. 00006
Author(s):  
Elmar Bartlmae ◽  
Luis Arboledas-Lérida ◽  
Natalie Höppner
Keyword(s):  
Social Media ◽  
Energy Efficiency ◽  
Research And Development ◽  
Online Tool ◽  
Assessment And Evaluation ◽  
Evaluation Procedures ◽  
Social Media Platforms ◽  
Social Media Strategy

Social Media platforms are increasingly receiving attention from scholars, as they are presumed to be both useful tools for undertaking professional assignments and a medium for engaging with large audiences and communities, within and outside academia. Additionally, these novel practices online need proper assessment and evaluation procedures. This paper aims to address the possibilities and challenges for niche research and development (R&D) projects in communicating their research via social media. The authors applied a seven-step social media strategy to an ongoing energy efficiency case study and discuss an online tool for monitoring the respective impact on social media.

scholarly journals Social Media use and value creation in the digital landscape: a dynamic-capabilities perspective

2020 ◽  
Vol 31 (3) ◽  
pp. 313-343
Author(s):  
Aurora Garrido-Moreno ◽  
Víctor García-Morales ◽  
Stephen King ◽  
Nigel Lockett
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Dynamic Capabilities ◽  
Media Use ◽  
Business Value ◽  
Customer Engagement ◽  
Social Media Use ◽  
Content Type ◽  
Social Media Tools ◽  
Dynamic Capabilities Perspective

PurposeAlthough Social Media use has become all-pervasive, previous research has failed to explain how to use Social Media tools strategically to create business value in today's increasingly digital landscapes. Adopting a dynamic capabilities perspective, this paper empirically examines the specific process through which Social Media use translates into better performance and the capabilities involved in this process.Design/methodology/approachA research model is proposed that includes both antecedents and consequences of Social Media use. Existing research was examined to derive the research hypotheses, which were tested using SEM methodology on a sample of 212 hotels.FindingsThe results show that Social Media use does not exert significant direct impact on organizational performance. Rather, the findings confirm the mediating role played by Social CRM and Customer Engagement capabilities in the value creation process.Practical implicationsThe results demonstrate how Social Media tools should be implemented and managed to generate business value in hotels. Implications yield interesting insights for hotel managersOriginality/valueThis study is a first attempt to analyze empirically the real impact of digital media technologies, particularly Social Media use, drawing on the dynamic capabilities perspective and focusing on service firms (hotels). Including the variable “Organizational Readiness” as a basic prerequisite to benefit from Social Media use enhances the study's novelty and contribution.

Study of Consumer Brand Following Intention on Instagram

2021 ◽  
Vol 11 (2) ◽  
pp. 32-51
Author(s):  
Simran Kaur Madan ◽  
Payal S. Kapoor
Keyword(s):  
Social Media ◽  
Consumer Motivation ◽  
Media Usage ◽  
Consumer Skepticism ◽  
Consumption Decisions ◽  
The Social ◽  
Media Platform ◽  
Relationship Of ◽  
The Relationship

The research, based on uses and gratifications theory, identifies consumer motivation and factors that influence consumers' intention to follow brands on the social media platform of Instagram. Accordingly, this study empirically examines the role of need for self-enhancement, the need for entertainment, and deal-seeking behaviour on the intention to follow brands on Instagram. Further, the study investigates the mediation of social media usage behaviour for consumption decisions on eliciting brand following behaviour. Moderation of consumer skepticism on the relationship of deal-seeking behaviour, and intention to follow brands is also investigated. Findings reveal a significant direct effect of need for self-enhancement, need for entertainment, and deal-seeking behaviour on intention to follow brands. Indirect effect of social media usage behaviour for consumption decisions was also significant; however, moderation of consumer skepticism was not found to be significant. The study will help marketers create engaging content that enables consumer-brand interactions.

scholarly journals Game Changer: A Case Study of Social-Media Strategy in Big Ten Athletic Departments

2014 ◽  
Vol 7 (4) ◽  
pp. 516-532 ◽  
Author(s):  
Makayla Hipke ◽  
Frauke Hachtmann
Keyword(s):  
Social Media ◽  
Athletic Departments ◽  
Traditional Media ◽  
Big Ten ◽  
Study Approach ◽  
The Social ◽  
Depth Interviews ◽  
Social Media Strategy ◽  
Game Changer

This study used a case-study approach to develop an understanding of how social-media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following 6 themes emerged: connecting with target audiences, varied approaches in coordination of postings, athletic communications as content gatekeepers, desire to incorporate sponsors and generate revenue, focusing on building fan loyalty through engagement, and challenges of negativity and metrics. The social-media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments as opposed to marketing departments. The greatest benefit of social media has been the ease of engagement and instantaneous connection between fans and the teams they love, which can lead to building greater loyalty to a team. Some of the challenges departments face include having to deal with the reality of crises and negative attention around programs more quickly than with traditional media and to measure social-media success accurately.

scholarly journals Challenging Teachers’ Pedagogic Practice and Assumptions about Social Media

2017 ◽  
Vol 21 (2) ◽  
Author(s):  
Helen C. Cartner ◽  
Julia L. Hallas
Keyword(s):  
Professional Development ◽  
Social Media ◽  
Online Course ◽  
Small Scale ◽  
Pedagogical Practice ◽  
Critical Reasoning ◽  
Professional Development For Teachers ◽  
Effective Technology ◽  
The Relationship

This article describes an innovative approach to professional development designed to challenge teachers’ pedagogic practice and assumptions about educational technologies such as social media. Developing effective technology-related professional development for teachers can be a challenge for institutions and facilitators who provide this support. To contend with this challenge, we drew on Bain’s (2004) “baker’s dozen” questions to guide the design of an online postgraduate course for teachers. This article discusses the design of the online course and what teachers came to understand about the relationship between social media and teaching as a result of completing the course activities. This small-scale case study utilised qualitative data from three cohorts of participating teachers and found that teachers do change their pedagogical practice and assumptions about social media for their own teaching contexts when they engage in course activities that challenge their existing mental models and encourage critical reasoning and reflection on learning.

Bridging the Gap

2013 ◽  
pp. 1-18
Author(s):  
Divonna M. Stebick ◽  
Mary L. Paxton
Keyword(s):  
Social Media ◽  
Teacher Educators ◽  
Online Discussions ◽  
Social Media Platform ◽  
Face To Face ◽  
Metacognitive Development ◽  
Book Discussion ◽  
Media Platform ◽  
Online Book

In this chapter, the researchers used an ethnographic stance to demonstrate how conversation evolved within a social media platform. They investigated the online discussions and face-to-face dialogues between teacher educators and pre-service teachers. They compared the participants’ reciprocal conversations within this case study to analyze patterns in the language used in each forum in order to identify the affordances and constraints of perceived understanding. Through this discourse analysis the authors sought to identify indicators of each participant’s metacognitive development while engaging in an online book discussion through a social media platform. Data analysis indicated that there was metacognitive growth when comparing the initial reciprocal conversations with the final conversations.

Value Creation in Business-to-Business Crowd Sourcing

Crowdsourcing ◽  
2019 ◽  
pp. 1419-1432
Author(s):  
Nina Helander ◽  
Hannu Kärkkäinen ◽  
Jari Jussila
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Knowledge Society ◽  
Future Research ◽  
Full Potential ◽  
Crowd Sourcing ◽  
Multiple Case ◽  
Business To Consumer ◽  
Business To Business

In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders in B2B context is needed. This paper presents an exploratory study that is carried out as an empirical netnography-based multiple case study. The study opens up potential future research avenues by starting the discussion of value creation logic in B2B crowdsourcing. Practical implications are created through cases revealing what kind of value companies have already been able to gain from crowdsourcing in B2B context.

Using Web 2.0 to Reconceptualize E-Government

2012 ◽  
pp. 1824-1837 ◽  
Author(s):  
Leila Sadeghi ◽  
Steve Ressler ◽  
Andrew Krzmarzick
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Future Research ◽  
Non Profit ◽  
Public Benefit ◽  
Starting Point ◽  
Media Platform ◽  
Share Information ◽  
The U.S

This chapter examines the growing literature on e-government and Web 2.0 with particular attention to online collaborative platforms, such as GovLoop, that complement government. The authors present a thorough background to the topic of Web 2.0 in e-government and present numerous examples of how these technologies are used across government both in the U.S. and globally. This chapter explores two main areas: first, how Web 2.0 and social media are being used as a vehicle to enhance e-government, and second, to present a case study of GovLoop, which is a collaborative social media platform designed to complement the work of government. GovLoop provides those working within and external to government—citizens, government employees, academics, non-profit professionals and contractors—with the ability to share information and collaborate on issues of public benefit. The chapter presents a starting point for future research on how Web 2.0 is changing the very nature of e-government and service delivery, and how governments are in a unique position to utilize these tools to expand collaboration and openness with their communities.

Sign in / Sign up

Export Citation Format

Share Document