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The Digital Transformation of Companies: An Opportunity to Co-Create Value With the Consumer

The Digital Transformation of Companies: An Opportunity to Co-Create Value With the Consumer

Miryam Ben Ali, Chokri El Fidha
Copyright: © 2021 |Pages: 17
ISBN13: 9781799871927|ISBN10: 1799871924|ISBN13 Softcover: 9781799871934|EISBN13: 9781799871941
DOI: 10.4018/978-1-7998-7192-7.ch003
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MLA

Ben Ali, Miryam, and Chokri El Fidha. "The Digital Transformation of Companies: An Opportunity to Co-Create Value With the Consumer." Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing, edited by Hatem El-Gohary, et al., IGI Global, 2021, pp. 27-43. https://doi.org/10.4018/978-1-7998-7192-7.ch003

APA

Ben Ali, M. & El Fidha, C. (2021). The Digital Transformation of Companies: An Opportunity to Co-Create Value With the Consumer. In H. El-Gohary, D. Edwards, & M. Ben Mimoun (Eds.), Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing (pp. 27-43). IGI Global. https://doi.org/10.4018/978-1-7998-7192-7.ch003

Chicago

Ben Ali, Miryam, and Chokri El Fidha. "The Digital Transformation of Companies: An Opportunity to Co-Create Value With the Consumer." In Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing, edited by Hatem El-Gohary, David Edwards, and Mohamed Slim Ben Mimoun, 27-43. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-7192-7.ch003

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Abstract

The emergence of social media has given birth to a new culture in the digital era of Web 2.0 and has new forms of communication through social interactions between actors in the economic scene. In this era of digitalization, great attention is paid to the online reputation of companies. Now, company success is often measured by their ability to use social media and their level of social interaction with customers. Thanks to the development of online collaborative platforms, the world of business has seen new forms of online consumer engagement with companies and active participation in their value chains. This dynamic framework demonstrates the importance of understanding relationship that are forged online between consumer and organization. The authors try to explain the opportunity to co-create value by focusing on the relationship that may exist between the online reputation of companies and the co-creation of value with the consumer.

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