Many companies try to adopt a service-oriented perspective when developing new offerings by posing the question of how the creation of value jointly with customers can be improved. This requires a holistic view of customers beyond retrospective methods such as surveys. Observations of everyday...

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...

The breakneck pace of digital technologies has created a dramatic shift in marketing campaigns to engage users through unique and innovative experiences. Focusing on the same grounds, this study relates the market engagement with users’ loyalty (UL) for Facebook social media. Market engagement...

Consumers daily generated massive information since they got connected in the digital network, and the user-generated content environment using Web 2.0 technology, e.g. social media, whilst firms as the goods producers also utilized social media as an instrument for attempting to connect and...