The Influence of Facebook on Value Cocreation: Evidence from the Moroccan Fast-Food Industry

Mohammed Hassouni (), Abdellatif Chakor () and Siham Mourad ()
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Mohammed Hassouni: University Ibn Tofail, Institut des Métiers du Sport
Abdellatif Chakor: University Mohammed V, Faculté des Sciences Juridiques Economiques et Sociales
Siham Mourad: Groupe ISCAE

A chapter in State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM), 2023, pp 209-226 from Springer

Abstract: Abstract Facebook changed the way marketing was practiced by organizations operating in the fast-food industry. It enabled organizations to interact with their communities, and thus to cocreate value with them. Thus, the goal of this chapter is to determine the main factors influencing value cocreation of value on Facebook fast-food restaurant pages in Morocco. The model used in this chapter was inspired from the DART and the TAM models. Altogether, 384 questionnaires were collected in this chapter. The sample used was convenient. Dialogue, access, risk management, transparency, and usefulness all influenced value cocreation in the fast-food industry. This chapter is one of the scarce studies that applies empirically the DART model with technology theory in the fast-food industry. The end of this chapter is to suggest best practices regarding community management in the fast-food industry in Morocco.

Keywords: Facebook; Value cocreation; Service dominant logic; DART model; TAM model PLS (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-34589-0_21

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DOI: 10.1007/978-3-031-34589-0_21

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