The Effect of Social Media on Customer Participation and Value Creation in Automotive Industry
Nastaran Ghahramanzadeh
1
(
PhD Candidate, Department of Business Administration, Semnan Branch, Islamic Azad University, Semnan, Iran.
)
Seyyed Abdollah Heydarieh
2
(
Assistant Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
)
Yuones Vakil al-Raaya
3
(
Associate Professor, Department of Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
)
Keywords: Social media, Customer participation, Value creation, Automotive Industry.,
Abstract :
The purpose of this study is to examine the impact of social media on customer participation and value creation in the automotive industry. This study is in terms of practical purpose and the nature of data collection, it is a descriptive survey that was conducted in a mixed manner, where the indicators and components of the theoretical model were extracted in the qualitative part with the content analysis method, and in the quantitative part, the theoretical model was Structural equation modeling method and SmartPLS software have been tested. The research community in the qualitative section, including senior managers of the automotive industry, 15 people was selected by non-probability and purposeful sampling. In the quantitative part, the statistical population includes customers of the automotive industry, who were randomly selected, and 412 people. The findings of the qualitative part showed that the theoretical model includes the variable of social media with four components (including strategy, communication, trust, and information), customer participation with three components (information participation, growth participation, and innovation participation), and customer value creation with It has three components (functional value, social value, and emotional value). The findings of the model test show that there is a positive and significant effect between the dimensions of social media including strategy, communication, trust and information, and customer participation. Also, the dimensions of social media including communication, trust, and information have a positive and significant effect on customer value creation. Still, the relationship between social media strategy and value creation was not confirmed. Also, a positive and significant relationship exists between customer participation and value creation. Finally, customer participation plays a mediating role in the relationship between social media dimensions and customer value creation. This finding shows that using and focusing on social media can improve the creation of customer value through customer participation in production processes, and managers can use the opportunity created by social media to gain a competitive advantage.
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