Social Media Adaptive Flexibility (SMAF) can be seen through the company’s ability to communicate using social media, namely through the provision of informative, attractive, and proactive content. Social media is considered to be important in managing a business, and to maintain company interactions with consumers when there are issues regarding physical/social distancing.

To gain market positional advantage, interaction with customers is needed to create a value that will be a strength in competition that will directly increase the company’s brand advantage (Mulyana et. al. 2019). Customer involvement in new product development or value co-creation places customer behavior and attitudes at the center of marketing strategy. Customer involvement in new product development or value co-creation places customer behavior and attitudes at the center of marketing strategy. Prahalad and Ramaswamy (2004) state that co-creation is defined as the process of creating shared value by customers and companies. While co-creation is a general concept that includes specific theories and empirical events in which companies and customers generate value through interactions (Vargo and Lusch, 2008). The dimensions used in measuring value co-creation include dialogue, access, risk assessment, and Transparency which is abbreviated as The DART (Prahald & Ramaswamy, 2004). Co-creation has a positive relationship with the sensory, affective, cognitive, behavioral and relational dimensions of one’s experience (Herbjørn & Pedersen, 2015). The main purpose of co-creation is to create value that truly congruence with customer expectations and strengthen relationships with the company (Vargo and Lusch, 2008). With co-creation to gain advantage, it cannot be ignored that relationship value between the company and its customers will be created (Lusch & Vargo, 2014). Relationship value is an interaction that builds mutual quality between companies and consumers and will have a positive impact (Ulaga & Eggert, 2005).

References:

Mulyana, D., Rudiana, D., & Taufiq, A. R. (2019). The role of value co-creation based on engagement to develop brand advantage. Polish Journal of Management Studies, 20(1), 305-317.

Mulyana, D., & Taufiq, A. R. (2024). Value Co-Creation Strategy In Creating Positional Advantage With Social Media Intervention. Boletin de Literatura Oral-The Literary Journal, 11(1), 384-391.