The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing

Author:

Hossain Syed Far Abid1ORCID,Shan Xu2,Qadeer Abdul2

Affiliation:

1. College of Business Administration, International University of Business Agriculture and Technology, Bangladesh

2. Xi'an Jiaotong University, China

Abstract

The purpose of this paper is to ascertain the contemporary role of mobile phones in value co-creation through social media marketing. How mobile phones, in particular, smartphones with the help of numerous social media generate value co-creation, is the key objective of this study. A random sampling method was used to conduct a survey in different universities in China to identify the role of mobile phones in value co-creation. Findings from primary data collection indicated that mobile phones play a vital role in value co-creation because of the extensive use of social media. If value co-creation through social media marketing develops with the help of producers, suppliers and other intermediaries with the necessary technology and trust, the society, as well as customers, may enjoy a unique way of shopping. Future studies with mixed methodology and respondents who use different social media as a tool to generate value co-creation may shed light on the undiscovered phenomenon of social media marketing in the context of the mobile phone.

Publisher

IGI Global

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