Abstract
The objective of this study was to develop a systematic literature review (SLR) on value co-creation and social marketing and propose an agenda for future research. We searched for articles related to the themes of value co-creation and social marketing in Scopus and Web of Science databases. After analysing the articles, we found that an SLR was performed with 19 articles using bibliometric techniques. Three thematic groupings emerged: engagement, cooperation between stakeholders and value co-creation at different levels. In addition, 15 research questions were proposed within these three themes. The findings present a new way of verifying the impacts of social marketing strategies through the value co-creation among the stakeholders involved in the process, benefiting society. Considering that the literature addresses related topics, such as the creation and destruction of value in social marketing, this study sought to develop an SLR on the connection between social marketing and value co-creation.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
