Insights into How Vietnamese Retailers Utilize Social Media to Facilitate Knowledge Creation through the Process of Value Co-Creation

Peter R. J. Trim (), Yang-Im Lee and An Vu
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Peter R. J. Trim: Department of Management, School of Business, Economics and Informatics, Birkbeck, University of London, Malet Street, London WC1E 7HX, UK
Yang-Im Lee: Department of Marketing & Business Strategy, Westminster Business School, University of Westminster, 35 Marylebone Road, London NW1 5LS, UK
An Vu: School of Information Management, Victoria University of Wellington, Pipitea Campus, P.O. Box 600, Wellington 6011, New Zealand

Future Internet, 2023, vol. 15, issue 4, 1-18

Abstract: Social media usage is a direct result of Internet connectivity and is gaining increased prominence in business-to-consumer (B2C), business-to-business (B2B), and consumer-to-business (C2B) relationship building, which is allowing marketers to devise and implement digital marketing strategies that are perceived as enhancing a customer’s well-being. Through the process of utilizing social media (SM) to share information with consumers, marketers are affording themselves with the concept of value co-creation and ensuring that the development of knowledge is given priority. To explain how this happens in an emerging economy, in-depth personal interviews were undertaken with the owners of five retail fashion companies in Vietnam. The findings indicate that fashion retail companies in Vietnam are deploying digital marketing strategies that deliver perceived enhanced value to consumers through the process of value co-creation. This highlights the advantage of using SM in relation to increasing retail staff’s ability to convert information into usable resources such as intelligence and knowledge. By achieving knowledge conversion, retail staff fulfill the role of ‘knowledge broker’ and ‘knowledge connector’, and identify how organizational intervention, such as new operating structures, can help to deliver perceived enhanced value to customers.

Keywords: communications technology; digital platform; information; intelligence; knowledge; social media (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2023
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