Identifying the Effect of EWOM Marketing on Social Networks on Value Co-creation A Study on the Startup Tourism Industry

Document Type : Sterategic Management

Authors

1 Associate professor, Department of corporate entrepreneurship department, faculty of entrepreneurship, University of Tehran, Tehran, Iran

2 Assistant professor, Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran

3 MS in entrepreneurship, faculty of entrepreneurship, University of Tehran, Tehran, Iran,

Abstract

Today, the existence of media and social networks is the basis for the emergence of social interactions and the exchange of information between customers, as well as with businesses. These interactions, which include EWOM communication, can provide the basis for knowing the needs and demands of the customer, thus creating a common value between the customer and the service provider. The tourism industry, especially the tourism start-ups, is one of the most important issues that need to take advantage of this capacity. Therefore, the main question of this research is What does the effect of EWOM marketing on social networks on value co-creation among the startups of tourism customers? Accordingly, 390 customers of this industry in Tehran were selected through simple random sampling. This research has been carried out with a quantitative approach and in terms of purpose, an applied research and a descriptive-survey method in terms of collecting research data. To analyze the data, in analytical statistics, structural equations modeling technique with Partial Least Squares Approach were used. The results of the research showed that the EWOM marketing has a positive and significant effect on the value co-creation, new service concept innovation, new service process innovation and technological system innovation. Also, the new service process innovation and the technological system innovation have had a positive and significant impact on the value co-creation in the start-ups of tourism.

Keywords

References

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History

  • Receive Date: 25 January 2020
  • Revise Date: 25 May 2020
  • Accept Date: 30 May 2020

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