## 5 Discussion
This is representative of the group-based personalized approach that helps the retailer to tailor and disseminate information about a product/service to a specific group and meet their desires as well as to rapidly respond to changes in customer tastes [41; 49]. By closely matching information with personality or lifestyle, customers feel comforted and joyful, which influences their attitude towards the company. In other words, it can be suggested that customers are made to feel that interaction involving SM provides them with a sense of social presence, which makes them feel confident and more likely to share their experience(s) online as well as develop a positive view of the company [67]. This reinforces the fact that customers assess the value of experience through psychological and emotional responses [22] and are motivated to converse more openly with retail staff. This suggests that customers that interact via communications technology are bonded in some way and do have commonality. By addressing this more fully, marketers can ascertain how an end user develops an understanding of what a trust-based B2C relationship is and also how it can be placed within an appropriate cultural [63] C2B context. This is important to note because it emphasizes the fact that marketers need to adopt a proactive approach to organizational intervention and ensure that B2B cooperation is based on the willingness to cooperate and achieve shared goals [52]. In relation to knowledge utilization for value co-creation, retailers in Vietnam share relevant information with suppliers bearing in mind that they need to reduce operational costs as well as increase the speed of delivery of new products/services and fine tune the marketing mix in a timely manner. In other words, it is necessary that retailers in Vietnam cooperate and coordinate their established supplier networks so that they can deliver value/offerings to customers [68] in quick succession. Hence, retailers in a collectivist emerging market use SM to enhance their supplier network as well as to source different types of knowledge from external vendors. This is to ensure that knowledge conversion occurs in real time. On reflection, it can be suggested that it is possible to place the concept of knowledge conversion through SM-assisted technology in the context of organizational structures and mechanisms. This is important from the perspective of establishing online network provisions in relation to information integrity (e.g., trustworthy information provision), safety (e.g., people being protected when using computer systems and networks), and availability, which relates to continual and uninterrupted usage over a long period of time. In other words, an operand resource, such as a digital platform, is used to help convey messages between people and facilitate interactions that allow text and images relating to  
Figure 1: Knowledge conversion for perceived value enhancement: the role of social media (SM) as an enabler. a company's products to be forwarded to people/interested parties. Therefore, although issues of privacy and digital identity arise over time, SM usage can be viewed as efficacious for communication [69]. In relation to SM, there are various aspects that marketers can take into consideration such as: first, when an individual feels that they have high perceived psychological proximity (interpersonal closeness) between themselves and the receiver, they are more likely to share negative comments/experience to protect others, whereas low perceived interpersonal closeness, suggests that people tend to share positive information to retain positivity [70]. Second, SM offers an advantage for marketers as it enables them to develop networks and build relationships with industry-specific groups as well as overcome difficulties in regard to spatial issues. As [PERSON] et al.