NAGIOS: RODERIC FUNCIONANDO

B2B value co-creation influence on engagement: Twitter analysis at international trade show organizer

Repositori DSpace/Manakin

IMPORTANT: Aquest repositori està en una versió antiga des del 3/12/2023. La nova instal.lació está en https://roderic.uv.es/

B2B value co-creation influence on engagement: Twitter analysis at international trade show organizer

dc.contributor.author	Geldres-Weiss, Skania
dc.contributor.author	Küster Boluda, Inés
dc.contributor.author	Vila López, Natalia
dc.date.accessioned	2023-10-10T07:14:26Z
dc.date.available	2023-10-11T04:45:08Z
dc.date.issued	2023	es_ES
dc.identifier.citation	Geldres-Weiss, S., Küster-Boluda, I., & Vila-López, N. (2023). B2B value co-creation influence on engagement: Twitter analysis at international trade show organizer. European Journal of Management and Business Economics, 32(3), 257–275.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/90056
dc.description.abstract	Purpose – This paper studies, based on the theory of service-dominant logic, the effect of value co-creation practices (linking and materializing) on engagement dimensions (popularity, commitment and virality). The main objective is to analyze the influence of value co-creation practices on engagement at international trade shows organizer association on Twitter. Design/methodology/approach – This paper studies the usage of Twitter by the Specialty Food Association, which organizes one of the top five foods and beverage international trade show in the United States. To achieve the research objective, the authors have analyzed 1,608 posts on Twitter from the Twitter account @Specialty_Food. A content analysis was performed using Krippendorff’s (2004) recommendations, and the data were analyzed using regression analysis with optimal scaling and Kruskal–Wallis Test. Findings – According to the results, some materializing practices influence popularity, commitment, virality and global engagement on Twitter. While the usage of some linking practices influences respectively commitment and popularity. Originality – These results provide valuable information for business-to-business (B2B) contexts and answer a research gap reported in previous literature, which affirms that more research is needed about the relationship between service systems and engagement. From a general view, to generate more engagement on social media in B2B contexts, it is recommended to prioritize posts that incorporate live and online events based on collaborative and dynamic human interactions, following by business ideas and business cases.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Emerald	es_ES
dc.subject	business-to-business (B2B)	es_ES
dc.subject	value co-creation	es_ES
dc.subject	service-dominant logic	es_ES
dc.subject	engagement	es_ES
dc.subject	international trade shows	es_ES
dc.subject	social network	es_ES
dc.subject	twitter	es_ES
dc.title	B2B value co-creation influence on engagement: Twitter analysis at international trade show organizer	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.1108/EJMBE-04-2022-0121	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES