Combining RFID technology with social media marketing - a value network analysis

Minna Oinonen, Anne Jalkala and Jari Salo

International Journal of Business Information Systems, 2012, vol. 11, issue 4, 426-441

Abstract: This study focuses on the potential for value creation in combining radio frequency identification (RFID) technology with social media marketing. We analyse a value network comprising an RFID technology provider, a software supplier, a sports centre adopting the system, and the sports centre's end customers. The findings suggest that value creation related to new technology requires deep collaboration between the suppliers, as they need to develop value propositions that motivate companies to adopt new systems and end customers to use these systems. The threat to the end customer of losing privacy when RFID technology is employed, and the interactive nature of communication in social media, means that the value created by a system combining RFID technology and social media is highly dependent on the end customer's motivation to be involved in value creation.

Keywords: RFID; radio-frequency identification; social media; internet; world wide web; marketing; social networks; value networks; value creation; technology providers; software suppliers; sports centres; end customers; new technologies; deep collaboration; value propositions; system adoption; new systems; system usage; privacy; interactive communication; customer motivation; Facebook; social networking services; business information systems. (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (3)

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