The value creation of social media information

Abstract

Social media information is a useful barometer of value characterising the digital age. To identify the core contributors of value creation, value is in the ‘eye of the beholder’, and ‘sharing’ social media information is indicative of communicating such perceived value. Sharing allows for belongingness, as people do not simply connect with communities, they contribute to communities, and shape them too. Content that is shared needs to be credible, especially as the power to persuade is being co-created by consumers. This is facilitated by sharing content deemed truthful and relevant; accordingly, information conveyed needs to be accurate and timely. Drawing from social network theory and Buckner’s (1965) theory on rumour transmission, we argue that the value of social media information is significantly created from an interplay of: (i) ‘sharing’, (ii) ‘persuasion’ and (iii) ‘timing’. This interplay is not exhaustive, however, as other contributors may exist, thus further research is advocated.