Social media marketing and value co-creation: A dynamic performance management perspective

Abstract

The diffusion of web-based technologies has transformed the today consumers, shifting them from mere users to content generators, able to influence each other’s opinions and choices. Such trend discloses important consequences for firms, products and brands. In order to support strategic and operational decision- making, this study frames the phenomenon of social media marketing into the value co-creation paradigm and shows how to design an analytical framework combining performance management and System Dynamics.