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The Influence of Facebook on Value Cocreation: Evidence from the Moroccan Fast-Food Industry

In: State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM)

Author

Listed:
  • Mohammed Hassouni

    (University Ibn Tofail, Institut des Métiers du Sport)

  • Abdellatif Chakor

    (University Mohammed V, Faculté des Sciences Juridiques Economiques et Sociales)

  • Siham Mourad

    (Groupe ISCAE)

Abstract

Facebook changed the way marketing was practiced by organizations operating in the fast-food industry. It enabled organizations to interact with their communities, and thus to cocreate value with them. Thus, the goal of this chapter is to determine the main factors influencing value cocreation of value on Facebook fast-food restaurant pages in Morocco. The model used in this chapter was inspired from the DART and the TAM models. Altogether, 384 questionnaires were collected in this chapter. The sample used was convenient. Dialogue, access, risk management, transparency, and usefulness all influenced value cocreation in the fast-food industry. This chapter is one of the scarce studies that applies empirically the DART model with technology theory in the fast-food industry. The end of this chapter is to suggest best practices regarding community management in the fast-food industry in Morocco.

Suggested Citation

  • Mohammed Hassouni & Abdellatif Chakor & Siham Mourad, 2023. "The Influence of Facebook on Value Cocreation: Evidence from the Moroccan Fast-Food Industry," Springer Proceedings in Business and Economics, in: Lăcrămioara Radomir & Raluca Ciornea & Huiwen Wang & Yide Liu & Christian M. Ringle & Marko Sarstedt (ed.), State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM), pages 209-226, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-34589-0_21
    DOI: 10.1007/978-3-031-34589-0_21
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