Resumen de Conceptualizing co-creation of value via corporate blogs: a proposed research framework
Adeline P.H. Chua, Mathew Parackal, Kenneth R. Deans
Web 2.0 social media technologies such as blogs, social networking sites, mediasharing and wikis are significantly advancing the business world towards a more open, interactive, multidimensional and participatory communications model. With increasingly demanding customers, companies are forced to take a step back and re-evaluate their existing online communication channels. To foster more valuable relationships with these customers, this paper suggests using corporate blogs as a dialogical platform for knowledge exchanges between companies and customers. A conceptual framework demonstrating how meaningful value can be co-created online is proposed as a further call for research. It is anticipated that the findings be helpful in generating some collective thinking on how corporate blogs might further benefit companies in the area of online marketing communications.
