Objectives. This research addresses the questions: what does online content reveal that should be analyzed when trying to explore co-creation of value?; How could that content be analyzed?; Why should these conversations be analyzed to enhance the overall value produced by the ecosystem containing consumers and brands?
Value and meaning co-creation in social media. Do current analysis methods accurately interpret casual talk?
SIGNORI, Paola;
2017-01-01
Abstract
Objectives. This research addresses the questions: what does online content reveal that should be analyzed when trying to explore co-creation of value?; How could that content be analyzed?; Why should these conversations be analyzed to enhance the overall value produced by the ecosystem containing consumers and brands?
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