Mendeley
TY  _  JOUR
ID  -  1400071531714
TI  -  Evaluate the Effects of Service Innovation, Social Media Marketing, and Social Support on Value  Co-creation
JO  -  Journal of Innovation and Value Creation
JA  -  ES
LA  -  fa
SN  -  2717-0454
AU  -  hoshyar akbar
AU  -  Rousta Alireza
AD  -  
AD  -  دانشگاه آزاد اسلامی
AD  -  دانشگاه آزاد اسلامی
Y1  -  2024
PY  -  2024
VL  -  24
IS  -  
SP  -  171
EP  -  192
KW  -  Service Innovation
KW  -   Social Media Marketing
KW  -   Social Support
KW  -   Value Creation
DO  -  
N2  -  The present research has evaluated the effects of service innovation, social media marketing and social support on value co-creation in Iran Khodro Company.This research is based on the achievement of the development-applicative type and based on the objectives of the descriptive type of the case that the necessary data has been collected by the survey method. The statistical population of the research consisted of two sections, in the first section, all the customers of Iran Khodro Company in the 5 districts of Tehran, and in the second section, the employees of the agencies in the mentioned areas were included. 384 people and 50 people were selected based on available random sampling in the customer section using non-probability quota sampling method. Regarding the theoretical foundations and background of the research, using library resources and in the field part, the tool for collecting information is a standard questionnaire. The data were analyzed by structural equation modeling using Smart PLS software. The results of research hypotheses indicate that social media marketing, service innovation has an effect on value co-creation from both customers and employees, and the effect of social support on value co-creation is confirmed by employees but not by customers. Not approved. Therefore, focusing on innovation in services, organizations should try to strengthen value co-creation through social media marketing and social support from both the perspective of employees and customers.
UR  - rimag.ir/en/Article/31714
L1  - rimag.ir/en/Article/Download/31714
ER  -  
