Redes Sociais e Cocriação de Valor: evolução da produção acadêmica até 2020

Milton Carlos Farina, Bráulio Rodrigues de Almeida Junior, Fatima Penha Leone, Anderson Plombon

Resumo


As pesquisas sobre cocriação de valor tem ganhado ênfase na academia. O objetivo do artigo que se segue é estudar a relação entre redes sociais e cocriação de valor, verificando a evolução e o estágio atual das pesquisas acadêmicas que entrelaçam esses dois temas. Para tanto utilizou-se a a verificação bibliométrica de artigos recuperados da base de dados Web of Science até set/20, para análise de citações de autores, cocitações de artigos e co-ocorrência de palavras-chave, com o auxílio do software VOSviewer. Como resultado, verificou-se que as pesquisas sobre Redes Sociais e Cocriação de Valor aparentemente ainda são poucas, mas, nota-se que as redes sociais na forma digital contemplam esse ambiente, realizando e acompanhando as interações entre empresas e consumidores, indicando que há grande influência das mídias sociais sobre esse ecossistema. Sugere-se   para pesquisas futuras a consulta em outras bases de dados, inclusive para a comparação dos resultados e acompanhar a evolução do tema. Poucos artigos foram encontrados associando os dois temas e investigar as influências das redes sociais na cocriação de valor é um assunto importante a ser considerado pelas lideranças, porque pode impactar de modo positivo ou negativo a reputação de uma empresa.


Palavras-chave


Cocriação de valor; Codestruição de Valor; Redes Sociais; Mídias Sociais; Bibliometria.

Texto completo:

PDF

Referências


Akaka, M. A., Vargo, S. L., & Lusch, R. F. (2013). The Complexity of Context : A Service Marketing. Journal of International Marketing, 21(4), 1–20. https://doi.org/13.0032

Azer, J., & Alexander, M. (2020). Negative customer engagement behaviour: the interplay of intensity and valence in online networks. Journal of Marketing Management, 36(3–4), 361–383. https://doi.org/10.1080/0267257X.2020.1735488

Black, H. G., & Gallan, A. S. (2015). Transformative service networks: cocreated value as well-being. Service Industries Journal, 35(15–16), 826–845. https://doi.org/10.1080/02642069.2015.1090978

Blaschke, M., Riss, U., Haki, K., & Aier, S. (2019). Design principles for digital value co-creation networks: a service-dominant logic perspective. Electronic Markets, 29(3), 443–472. https://doi.org/10.1007/s12525-019-00356-9

Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of Destination Marketing and Management, 4(3), 151–161. https://doi.org/10.1016/j.jdmm.2015.04.001

McColl-Kennedy, J. R., & Coote, L. V. (2017). Consumer-citizens mobilizing social capital following a natural disaster: effects on well-being. Journal of Services Marketing, 31(4–5), 438–451. https://doi.org/10.1108/JSM-05-2016-0192

Dal Bó, G., Milan, G. S., Sampaio, H., & Perin, M. G. (2017). Desenvolvimento De Novos Serviços E Competitividade: Da Proposição De Valor À Cocriação De Valor Como Possível Fonte De Vantagem Competitiva. Revista de Administração Da Unimep, 15(1), 1–25. https://doi.org/10.15600/rau.v15i1.829

Diffley, S., & McCole, P. (2015). Extending customer relationship management into a social context. Service Industries Journal, 35(11–12), 591–610. https://doi.org/10.1080/02642069.2015.1062882

Echeverri, P., & Skålén, P. (2011). Co-creation and co-destruction: A practice-theory based study of interactive value formation. Marketing Theory, 11(3), 351–373. https://doi.org/10.1177/1470593111408181

Edvardsson, Bo; Tronvoll, Bård; Gruber, H. (2011). EXPANDING UNDERSTANDING OF SERVICE EXCHANGE AND VALUE CO-CREATION: A SOCIAL CONSTRUCTION APPROACH. Journal of the Academy of Marketing Science, 39(2), 327–339. https://doi.org/10.1007/s11747-010-0200-y

Festa, G., Cuomo, M. T., & Metallo, G. (2019). The service-dominant logic perspective for enhancing the e-commerce of wine - A test/application on the Italian wine sector. Journal of Business Research, 101, 477–484. https://doi.org/10.1016/j.jbusres.2018.12.077

Granovetter, M. S. (1973). The Strength of Weak Ties. In The American Journal of Sociology (Vol. 78, Issue 6).

Guedes, V. L. S., & Borschiver, S. (2005). Bibliometria : Uma Ferramenta Estatística Para a Gestão Da Informação E Do Conhecimento , Em Sistemas De Informação , De Comunicação E De. CINFORM - Encontro Nacional de Ciência Da Informação, 1–18. http://dici.ibict.br/archive/00000508/01/VaniaLSGuedes.pdf

Gummesson, E., & Polese, F. (2009). B2B is not an Island! Journal of Business and Industrial Marketing, 24(5), 337–350. https://doi.org/10.1108/08858620910966228

Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311–330. https://doi.org/10.1177/1094670510375460

Klioutchnikov, I. K., Kliuchnikov, O. I., & Molchanova, O. A. (2020). Alliance of Commerce and Financial Intermediation with Social Networks: Problems and Prospects. Journal of Internet and E-Business Studies, 2020, 1–17. https://doi.org/10.5171/2020.704163

Liu, X. (2020). Analyzing the impact of user-generated content on B2B Firms’ stock performance: Big data analysis with machine learning methods. Industrial Marketing Management, 86(February 2019), 30–39. https://doi.org/10.1016/j.indmarman.2019.02.021

Luo, J. (Gemma), Wong, I. K. A., King, B., Liu, M. T., & Huang, G. Q. (2019). Co-creation and co-destruction of service quality through customer-to-customer interactions: Why prior experience matters. International Journal of Contemporary Hospitality Management, 31(3), 1309–1329. https://doi.org/10.1108/IJCHM-12-2017-0792

Mačiulienė, M., & Skaržauskienė, A. (2016). Evaluation of co-creation perspective in networked collaboration platforms. Journal of Business Research, 69(11), 4826–4830. https://doi.org/10.1016/j.jbusres.2016.04.038

Martins, C. A., Ikeda, A. A., & Crescitelli, E. (2016). Marcas de luxo na web: interação com o consumidor no ambiente virtual. REGE - Revista de Gestão, 23(3), 211–221. https://doi.org/10.1016/j.rege.2016.06.003

Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328–344. https://doi.org/10.1007/s11747-009-0143-3

Milgram, S. (1963). Behavioral Study of obedience. Journal of Abnormal and Social Psychology, 67(4), 371–378. https://doi.org/10.1037/h0040525

Mosavi, S. M., Sangari, M. S., & Keramati, A. (2018). An integrative framework for customer switching behavior. Service Industries Journal, 38(15–16), 1067–1094. https://doi.org/10.1080/02642069.2018.1428955

Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for Brand-Related social media use. International Journal of Advertising, 30(1). https://doi.org/10.2501/IJA-30-1-013-046

Park, C., Lee, H., Jun, J., & Lee, T. (2018). Two-sided effects of customer participation: roles of relationships and social-interaction values in social services. Service Business, 12(3), 621–640. https://doi.org/10.1007/s11628-017-0357-2

Payne, A. (2009). Co-creating Brands. Journal of Business, 62(3), 379–389.

Payne, A., Storbacka, K., Frow, P., & Knox, S. (2009). Co-creating brands: Diagnosing and designing the relationship experience. Journal of Business Research, 62(3), 379–389. https://doi.org/10.1016/j.jbusres.2008.05.013

Prahalad, C. K., & Ramaswamy, V. (2004a). Co-creating unique value with customers (b). Strategy & Leadership, 32(3), 4–9. https://doi.org/10.1108/10878570410699249

Prahalad, C. K., & Ramaswamy, V. (2004b). Co-creation experiences: The next practice in value creation (a). Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015

Quach, S., & Thaichon, P. (2017). From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment. Journal of Business Research, 81(June), 163–172. https://doi.org/10.1016/j.jbusres.2017.06.015

Ramaswamy, V., & Ozcan, K. (2018). What is co-creation? An interactional creation framework and its implications for value creation. Journal of Business Research, 84(November 2017), 196–205. https://doi.org/10.1016/j.jbusres.2017.11.027

Ribeiro, T. de L., Sant’Ana;, Kevin, K. S., & Costa, B. K. (2019). Conhecendo as bases da Cocriação de Valor. Revista Eletrônica de Administração e Turismo - ReAT, 13(1), 1906–1926. https://doi.org/10.15210/reat.v13i1.14629

Sanders, L., & Simons, G. (2009). A Social Vision for Value Co-creation in Design. Open Source Business Resource, December 2009. http://timreview.ca/article/310

Santos, R. Dos, & Kobashi, N. (2009). Bibliometria, cientometria, infometria: conceitos e aplicações. Tendencias Da Pesquisa Brasileira Em Ciência Da Informação, 2(1), 155–172. http://inseer.ibict.br/ancib/index.php/tpbci/article/viewArticle/21

Saraceni, S. (2015). Cocriação de valor no relacionamento empresa-cliente : um estudo exploratório. Dissertação (Mestrado), 210.

Scuotto, V., Del Giudice, M., & Carayannis, E. G. (2017). The effect of social networking sites and absorptive capacity on SMES’ innovation performance. Journal of Technology Transfer, 42(2), 409–424. https://doi.org/10.1007/s10961-016-9517-0

Tóth, Z., Peters, L. D., Pressey, A., & Johnston, W. J. (2018). Tension in a value co-creation context: A network case study. Industrial Marketing Management, 70(October 2016), 34–45. https://doi.org/10.1016/j.indmarman.2017.08.015

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036

Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23. https://doi.org/10.1007/s11747-015-0456-3

Vargo, S. L., Wieland, H., & Akaka, M. A. (2015). Innovation through institutionalization: A service ecosystems perspective. Industrial Marketing Management, 44, 63–72. https://doi.org/10.1016/j.indmarman.2014.10.008

Viglia, G., Pera, R., & Bigné, E. (2018). The determinants of stakeholder engagement in digital platforms. Journal of Business Research, 89(December 2017), 404–410. https://doi.org/10.1016/j.jbusres.2017.12.029

Zupic, I., & Čater, T. (2015). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429–472. https://doi.org/10.1177/1094428114562629




DOI: https://doi.org/10.6034/rmpe.v18i1.1925

Apontamentos

  • Não há apontamentos.