<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Digital marketing has enabled a new style of consumerism. Nowadays consumers play active roles in product designing and service development. Social media and user-generated content give consumers possibilities to have some interactions regarding the new or existing product. This gives new opportunities to developers and empowers costumers to be involved in product and service development more than they used to be. While traditional marketing literature typically illustrates consumers as passive recipients this paper will show that digital marketing gives them chance to be actively involved in product and service development, tries to define how social interactions effects development and offers a conceptual model for future research. From the literature, it has emerged that social influence has a big impact on product and service development. This study will be important mostly for those companies who try to implement digital technologies now, as for companies who already adopted these technologies some time ago but they still can’t find benefits from it. In the academic field, this paper will help researchers for their future work. Marketing inferences are drawn, and direction for future research is developed in the entire manuscript.</p>
</abstract>

Digital marketing has enabled a new style of consumerism. Nowadays consumers play active roles in product designing and service development. Social media and user-generated content give consumers possibilities to have some interactions regarding the new or existing product. This gives new opportunities to developers and empowers costumers to be involved in product and service development more than they used to be. While traditional marketing literature typically illustrates consumers as passive recipients this paper will show that digital marketing gives them chance to be actively involved in product and service development, tries to define how social interactions effects development and offers a conceptual model for future research. From the literature, it has emerged that social influence has a big impact on product and service development. This study will be important mostly for those companies who try to implement digital technologies now, as for companies who already adopted these technologies some time ago but they still can’t find benefits from it. In the academic field, this paper will help researchers for their future work. Marketing inferences are drawn, and direction for future research is developed in the entire manuscript.

Social interactions impact on product and service development

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Social interactions impact on product and service development"}

Digital marketing has enabled a new style of consumerism. Nowadays consumers play active roles in product designing and service development. Social media and...

Social interactions impact on product and service development

Published Online: Jul 27, 2020

Page range: 324 - 332

DOI: https://doi.org/10.2478/picbe-2020-0031

Keywords
digital marketing, social interactions, product development, service development

© 2020 Giorgi Zarnadze, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Social interactions impact on product and service development

Published Online: Jul 27, 2020

Page range: 324 - 332

DOI: https://doi.org/10.2478/picbe-2020-0031

Keywordsdigital marketing, social interactions, product development, service development

© 2020 Giorgi Zarnadze, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
digital marketing, social interactions, product development, service development