STAKEHOLDER ENGAGEMENT AND VALUE CO-CREATION VIA SOCIAL MEDIA: A CASE STUDY OF CONTAINER SHIPPING COMPANIES

Yıl 2019, Cilt: 17 Sayı: 2, 293 - 324, 30.06.2019

Gül Denktaş Şakar , Ebru Sürücü Balcı

https://doi.org/10.18026/cbayarsos.585270

Cited By: 1

Öz

The importance of value co-creation through
value propositions of the companies has been studied considerably from the lens
of Service Dominant Logic (SDL). Although the main focus has solely been on
customers, increasing role of stakeholders in value co-creation should also be
considered. Social media has been suggested as an effective tool for
establishing close relationships with stakeholders. Although businesses give
priority to their communication with their customers in social media, it is
also known that their stakeholders other than customers are influenced by the
social media messages. The present study aims to figure out the
social media interactions of two selected container shipping companies through their relationships with
stakeholders and to identify how such interactions constitute the value-in-use.
For this purpose, a case study approach was employed and both interviews and
desk research was conducted. Findings revealed that customization with regards
to stakeholder and social media channel and content creation was critical in
value propositions. Stakeholders as operant resources contributed greatly to
the creation of value-in-use. Knowledge sharing, continuous communication,
sensing, and adaptation were suggested as the main enabler for value-in-use. The
study contributed to the theoretical discussion over stakeholders’ role in the
value co-creation processes of the companies via social media.

Anahtar Kelimeler

Social Media, Stakeholder Engagement, Value Co-Creation, Service-Dominant Logic, Container Shipping Companies

Kaynakça

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