Abstract
The purpose of this study is to explore how value is created for customers in the fitness industry using social commerce. The study employed a single case study by which data was obtained through a one on one structured interview. Data gathered was analyzed by employing an explanation-building analysis approach. The findings of the study revealed that the fitness instructor leverage on the affordances and features of social media tools he is familiar with to create value for his customers, by using Facebook live for training sessions, uploaded videos of customers and work-outs on Instagram, and WhatsApp status together with WhatsApp video call. The strategy deduced was proposed to be an ideal one for the fitness industry to use to create value for customers, in conformity to the critical case sampling technique.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Alalwan, A.A., et al.: Examining the impact of social commerce dimensions on customers’ value co-creation: the mediating effect of social trust. J. Consum. Behav. 18(6), 431–446 (2019). https://doi.org/10.1002/cb.1782
Budu, J.: Disruptive technology adoption in developing countries, pp. 51–69 (2020). https://doi.org/10.4018/978-1-7998-2610-1.ch003
Caldwell, N.D., Roehrich, J.K., George, G.: Social value creation and relational coordination in public-private collaborations. J. Manag. Stud. 54(6), 906–928 (2017). https://doi.org/10.1111/joms.12268
Chiu, W., Won, D., Bae, J.: Customer value co-creation behaviour in fitness centres: how does it influence customers’ value, satisfaction, and patronage intention? Manag. Sport Leisure 24(1–3), 32–44 (2019). https://doi.org/10.1080/23750472.2019.1579666
Criado, J.I., Gil-Garcia, J.R.: Creating public value through smart technologies and strategies. Int. J. Public Sector Manag. ahead-of-p(ahead-ofprint) (2019). https://doi.org/10.1108/ijpsm-07-2019-0178
Entee, E., Budu, J., Boateng, R.: Preliminary insights into social commerce capability development. In: MWAIS 2018 Proceedings (2018)
Esmaeili, L., Hashemi, G.S.A.: A systematic review of social commerce. J. Strategic Mark. 27(4), 317–355 (2019). https://doi.org/10.1080/0965254X.2017.1408672
Evans, J.S.B.T., Over, D.E.: Reasoning to and from belief: deduction and induction are still distinct. Think. Reason. 19(3–4), 267–283 (2013). https://doi.org/10.1080/13546783.2012.745450
Friedrich, T., Overhage, S., Schlauderer, S.: The more, the better? Exploring the relationship between social commerce feature intensity, social factors, and consumers’ buying behaviour. In: 2016 International Conference on Information Systems, ICIS 2016, pp. 1–21 (2016)
Hajli, M.: Social commerce: the role of trust. In: 18th Americas Conference on Information Systems 2012, AMCIS 2012, vol. 1, pp. 201–211 (2012)
He, W., Yan, G.: Examining the use of social media in customer co-creation: a blog mining study. In: 19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World: Anything, Anywhere, Anytime, vol. 2, pp. 1537–1546 (2013)
Ketonen-Oksi, S., Jussila, J.J., Kärkkäinen, H.: Social “media-based” value creation and business models. Ind. Manag. Data Syst. 116(8), 1820–1838 (2016). https://doi.org/10.1108/IMDS-05-2015-0199
Li, H., Liu, Y., Tukkinen, P.: Social commerce in retailing why you use it? In: 27th Bled conference: EEcosystems – Proceedings (2014)
Maia, C., Lunardi, G., Longaray, A., Munhoz, P.: Factors and characteristics that influence consumers’ participation in social commerce. Revista de Gestão 25(2), 194–211 (2018). https://doi.org/10.1108/rege-03-2018-031
Matthews, D., et al.: Value Creation - Background Paper for Integrated Reporting. EY (United States) Benjamin Miller (2013). http://integratedreporting.org/wp-content/uploads/2013/07/IR-Background-Paper-Value.pdf
Mikalef, P., Pappas, I.O., Giannakos, M.N.: Value co-creation and purchase intention in social commerce: the enabling role of word-of-mouth and trust. In: America’s Conference on Information Systems: A Tradition of Innovation, AMCIS 2017, August, pp. 1–10 (2017)
Ormiston, J., Seymour, R.: Understanding value creation in social entrepreneurship: the importance of aligning mission, strategy, and impact measurement. J. Soc. Entrep. 2(2), 125–150 (2011). https://doi.org/10.1080/19420676.2011.606331
Polyakova, O., Mirza, M.T.: Service quality models in the context of the fitness industry. Sport Bus. Manag. Int. J. 6(3), 360–382 (2016). https://doi.org/10.1108/SBM-04-2014-0015
Qin, L., Kong, S.: Perceived helpfulness, perceived trustworthiness, and their impact upon social commerce users’ intention to seek shopping recommendations. J. Internet Commer. 14(4), 492–508 (2015). https://doi.org/10.1080/15332861.2015.1103634
Shin, D.H.: User experience in social commerce: in friends we trust. Behav. Inf. Technol. 32(1), 52–67 (2013). https://doi.org/10.1080/0144929X.2012.692167
Stephen, A.T., Toubia, O.: Deriving value from social commerce networks. J. Mark. Res. 47(2), 215–228 (2010). https://doi.org/10.1509/jmkr.47.2.215
Tajvidi, M., Wang, Y.C., Hajli, N.: Technological advancement in marketing: cocreation of value with customers. In: Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018, pp. 1–10 (2018)
Wang, C., Zhang, P.: The evolution of social commerce: the people, management, technology, and information dimensions. Commun. Assoc. Inf. Syst. 31(1), 105–127 (2012). https://doi.org/10.17705/1CAIS.03105
Wang, P., Li, H., Suomi, R.: Value co-creation in business via social media: a technology affordance approach. In: Pacific Asia Conference on Information Systems, PACIS 2016 – Proceedings (2016)
Xie, J., Zhang, W.: Optimal sensor placement for damage detection in smart composite material based on genetic algorithms and neural networks. Yi Qi Yi Biao Xue Bao/Chin. J. Sci. Instrum. 26(11), 1184–1187 (2005)
Zhou, L., et al.: Social Commerce: An Integrated View The Determinants of Continuous Use of Social Networking Sites Hsiu-Chia Ko 6. Improving Trust Modeling through the Limit of Advisor Network Size and Use of Referrals (2013)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 IFIP International Federation for Information Processing
About this paper
Cite this paper
Adevu, E.K., Budu, J., Dzimey, W., Entee, E. (2020). Preliminary Insights into Social Commerce in the Fitness Industry of Ghana. In: Sharma, S.K., Dwivedi, Y.K., Metri, B., Rana, N.P. (eds) Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation. TDIT 2020. IFIP Advances in Information and Communication Technology, vol 618. Springer, Cham. https://doi.org/10.1007/978-3-030-64861-9_44
Download citation
DOI: https://doi.org/10.1007/978-3-030-64861-9_44
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-64860-2
Online ISBN: 978-3-030-64861-9
eBook Packages: Computer ScienceComputer Science (R0)
