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Social interactions impact on product and service development

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dc.title Social interactions impact on product and service development en
dc.contributor.author Zarnadze, Giorgi
dc.relation.ispartof Proceedings of the International Conference on Business Excellence
dc.identifier.issn 2502-0226 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2020
utb.relation.volume 14
utb.relation.issue 1
dc.citation.spage 324
dc.citation.epage 332
dc.event.title 14th International Conference on Business Excellence (ICBE) - Business Revolution in the Digital Era
dc.event.location online
dc.event.sdate 2020-06-11
dc.event.edate 2020-06-12
dc.type conferenceObject
dc.language.iso en
dc.publisher Sciendo
dc.identifier.doi 10.2478/picbe-2020-0031
dc.relation.uri https://content.sciendo.com/view/journals/picbe/14/1/article-p324.xml
dc.subject digital marketing en
dc.subject social interactions en
dc.subject product development en
dc.subject service development en
dc.description.abstract Digital marketing has enabled a new style of consumerism. Nowadays consumers play active roles in product designing and service development. Social media and user-generated content give consumers possibilities to have some interactions regarding the new or existing product. This gives new opportunities to developers and empowers costumers to be involved in product and service development more than they used to be. While traditional marketing literature typically illustrates consumers as passive recipients this paper will show that digital marketing gives them chance to be actively involved in product and service development, tries to define how social interactions effects development and offers a conceptual model for future research. From the literature, it has emerged that social influence has a big impact on product and service development. This study will be important mostly for those companies who try to implement digital technologies now, as for companies who already adopted these technologies some time ago but they still can't find benefits from it. In the academic field, this paper will help researchers for their future work. Marketing inferences are drawn, and direction for future research is developed in the entire manuscript. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1009847
utb.identifier.obdid 43881331
utb.identifier.wok 000556549000031
utb.source J-wok
dc.date.accessioned 2020-08-21T08:57:14Z
dc.date.available 2020-08-21T08:57:14Z
dc.description.sponsorship Internal Grant Agency of FaME through TBU in Zlin [IGA/FaME/2020/002]
dc.rights Attribution-NonCommercial-NoDerivs 3.0 Unported
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/
dc.rights.access openAccess
utb.contributor.internalauthor Zarnadze, Giorgi
utb.fulltext.affiliation Giorgi ZARNADZE Tomas Bata University, Czech Republic Zarnadze@utb.cz
utb.fulltext.dates -
utb.fulltext.sponsorship This work was supported by the Internal Grant Agency of FaME through TBU in Zlín No. IGA/FaME/2020/002; Project title: The impact of digital transformation on costumer behaviour and firm’s sustainable development.
utb.wos.affiliation [Zarnadze, Giorgi] Tomas Bata Univ, Zlin, Czech Republic
utb.fulltext.projects IGA/FaME/2020/002
utb.identifier.jel -
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