Aytac Gokce, Saleh Bazi, Bijan Safavi, Elena Georgiadou and Nick Hajli
Customers' participation in the online health community to create value with the brand is growing research interest. In addition, customers are using social media platforms to…
Abstract
Purpose
Customers' participation in the online health community to create value with the brand is growing research interest. In addition, customers are using social media platforms to create value in the food sector. This rises points to the need to study consumers' interactions with online communities and the role of social media content and customer satisfaction in such an environment.
Design/methodology/approach
This research collects data using a survey approach. The data were analysed using a partial least square-structural equation modelling (PLS-SEM).
Findings
The findings indicated the impact of social media content and satisfaction on value co-creation in healthy food online communities. The study’s results provide significant new insights into the food sector during the pandemic.
Originality/value
This research enhances the knowledge of satisfaction and value co-creation in the social media context. The findings build on the previous literature on value co-creation, add to the food sector and explain the mediating role of satisfaction between social media content and value co-creation.
Details
Keywords
– The purpose of this paper is to report on the 2014 Equality, Diversity and Inclusion Conference held at Technische Universitat Munchen, Munich.
Abstract
Purpose
The purpose of this paper is to report on the 2014 Equality, Diversity and Inclusion Conference held at Technische Universitat Munchen, Munich.
Design/methodology/approach
The report is based on delegate observations, notes and audience reactions to papers presented on research conducted.
Findings
The papers presented new boundaries on diversity research. This included research on the importance of cultural diversity in the outcomes in the hotel industry by being led by foreign managers in Cyprus; how skilled Romanians construct and understand their identities as skilled professionals and members of stigmatised European migrants and how a diverse workforce experiences power utilising a Foucauladian understanding of power.
Originality/value
This report integrates a number of themes from diversity research across the world, highlighting progress and the suggested direction for future diversity research.