Value co-creation in retail through the use of social networks

• Autor(a) principal: Santos, Alessandra Thoms
• Data de Publicação: 2016
• Outros Autores: Alves, Lilian, Brambilla, Flávio Régio
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Estudos do CEPE
• Texto Completo: https://online.unisc.br/seer/index.php/cepe/article/view/6994
• topic: Cocriação de Valor; Redes Sociais; Varejo; Consumidor.

This study focused on understanding how the retail companies co-create with consumers through social networks. A study of an exploratory/qualitative, character was used which and it was conducted by a study of multiple cases with three retail companies in the city of Santa Cruz do Sul, RS. The technique used for the data collection was a semi-structured interview. It was analyzed that the companies surveyed use social networks to co-create value with the customers, each of the three companies with their target audience and specific strategies. However, they are aware that the consumer is very present on social media and that retailers need to get adapted to these tools which the customers are sticking to. The detected results emphasize the importance of maintaining close relationship with consumers, even if the process is online.