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The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing

The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing

Syed Far Abid Hossain, Xu Shan, Abdul Qadeer
Copyright: © 2022 |Pages: 16
ISBN13: 9781668462874|ISBN10: 1668462877|EISBN13: 9781668462881
DOI: 10.4018/978-1-6684-6287-4.ch034
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MLA

Hossain, Syed Far Abid, et al. "The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing." Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, IGI Global, 2022, pp. 592-607. https://doi.org/10.4018/978-1-6684-6287-4.ch034

APA

Hossain, S. F., Shan, X., & Qadeer, A. (2022). The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing. In I. Management Association (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 592-607). IGI Global. https://doi.org/10.4018/978-1-6684-6287-4.ch034

Chicago

Hossain, Syed Far Abid, Xu Shan, and Abdul Qadeer. "The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing." In Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, 592-607. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-6287-4.ch034

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Abstract

The purpose of this paper is to ascertain the contemporary role of mobile phones in value co-creation through social media marketing. How mobile phones, in particular, smartphones with the help of numerous social media generate value co-creation, is the key objective of this study. A random sampling method was used to conduct a survey in different universities in China to identify the role of mobile phones in value co-creation. Findings from primary data collection indicated that mobile phones play a vital role in value co-creation because of the extensive use of social media. If value co-creation through social media marketing develops with the help of producers, suppliers and other intermediaries with the necessary technology and trust, the society, as well as customers, may enjoy a unique way of shopping. Future studies with mixed methodology and respondents who use different social media as a tool to generate value co-creation may shed light on the undiscovered phenomenon of social media marketing in the context of the mobile phone.

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