Ju, Xingting
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Ju
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Xingting
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Gestión de Empresas
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INARBE. Institute for Advanced Research in Business and Economics
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Publication Open Access Value creation in mobile social media: a systematic review and agenda for future research(Emerald, 2021) Ju, Xingting; Chocarro Eguaras, Raquel; Martín Martín, Óscar; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Gestión de Empresas; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaPurpose: the purpose of this study is to provide a systematic review of the current state of research regarding mobile social media use for value creation by firms and customers and an agenda for future research. Design/methodology/approach: the authors conducted a systematic review following three main steps: keyword search, study selection and data extraction. A total of 53 articles were identified using academic databases and manual cross-referencing. By means of a thematic analysis method, the study addresses issues related to theory, methods, context, findings and gaps. Findings: the study reviews and illustrates 14 value aspects of the mobile social media and value creation literature. The findings indicate that mobile social media are effective tools for firms to create and capture value from customers and for customers to co-create value. Originality/value: the study contributes to the marketing and social media literature by proposing a conceptual framework that integrates the core components of value creation by firms and customers in the mobile social media context and by proposing an agenda for future research.Publication Open Access Determinants of mobile social media use, customer heterogeneity, and international microsegmentation(Wiley, 2021) Ju, Xingting; Martín Martín, Óscar; Chocarro Eguaras, Raquel; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Gestión de Empresas; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaHow to effectively examine the heterogeneous nature of consumer preferences across borders and cultures is a challenge for firms that use mobile social media. This study identifies the determinants of individuals’ mobile social media use behavior and profiles the resulting international microsegments. We propose a model that integrates different theoretical perspectives and sets of factors to explain mobile social media use behavior and test it on a sample of users in China and the United States via online surveys. We estimate a global model (GM) based on all respondents and three local models created by post hoc international microsegmentation. The three local models reveal the existence of three unobserved user segments: 'usage goal experts', 'determined pragmatists', and 'pressured hedonists'. Perceived usefulness is the most influential factor in the GM, while users in the three segments significantly differ in their behavioral patterns, cultural value orientations, and demographic characteristics. This study is the first to examine unobserved heterogeneity and international microsegmentation in the mobile social media domain. It provides insights into the factors explaining use behavior and international microsegmentation for scholars and marketers operating in the global marketplace.