Authors: Anne Jalkala; Jari Salo; Minna Oinonen
ABSTRACT
The purpose of this study is to shed light on the nature of value creation in networks that
create value by deploying radio frequency identification (RFID) technology in social media
marketing. Thus far little is known about the characteristics of value creation through the
combination of RFID technology and social media marketing. The paper analyzes a value
network consisting of a RFID technology provider, software supplier, a sports center
adopting the system and its end customers. The findings suggest that value creation in
dynamic environments such as social media which is characterized by changing technology,
requires deep collaboration between the suppliers as they need to develop value propositions
which motivate end customers to be involved in the marketing. Also, due to the interactive
nature of communication in the social media, the value created in social media is highly
dependent on the end customer’s motivation to be involved in the value creation.
Keywords
Value creation, Value network, RFID, RFID technology, Social media, Social media
marketing, Social network
Journal: ( – )
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Conference: Glasgow, Scotland (2011)