Presenting a shared value creation model based on consumer behavior in social platforms of digital businesses with a grand theory approach (case study of Abyaneh eco-residences)

Subject Areas : Futurology

hamid saeedi ^{1 *}

1 - Department of Business Management - Yadgar Imam Khomeini (RA) Shahrari Unit - Islamic Azad University - Iran

Received: 2023-08-24 Accepted : 2024-07-08 Published : 2025-08-23

Keywords: Creating shared value, consumer participation behavior, consumer citizenship behavior, perceived value, artificial intelligence,

Abstract :

Identifying the behaviors of creating common consumer value with the approach of data theory is the foundation. For this purpose, the interpretative paradigm, qualitative approach and grand theory strategy have been used in the qualitative section. The data has been obtained by comparing two communities of experts and marketing managers. In order to reach marketing experts and managers, the snowball sampling method and hidden content analysis tactics were used to analyze in-depth interviews, and the Max Kyuda Pro 2020 software was used for coding. The findings and results of the researches show that the consumer's shared value creation behaviors are created by the two dimensions of consumer participation behavior and citizenship behavior. Also, customers' understanding of artificial intelligence, personal factor and environmental factor are among the antecedents and consumer participation and the value of experience from effective strategies and finally the perceived value of the consumer, the intention to revisit and positive word of mouth advertising are also part of the behaviors of creating shared consumer value.