Authors: Dan Fisher, Scott Smith
Addresses: Department of Marketing and Management, College of Business Administration, University of Central Arkansas, Conway, AR 72035, USA. ' Department of Marketing and Legal Studies, Harmon College of Business Administration, University of Central Missouri, Warrensburg, MO 64093, USA
Abstract: Snakes on a Plane was more than a movie, it was an internet phenomenon that poignantly exemplifies the new role consumers on the social web are playing in co-creating value. With the growing interface culture enabled by computer-mediated communications, consumers are rapidly beginning to generate their own content as well as intervene and directly contribute to the value-creating processes of firms. These interactive technologies are in the beginning stages of rewriting the rules and ways that products are researched, developed, marketed and supported. This study offers new theoretical and empirical insights into the way value is co-created using the web.
Keywords: value co-creation; blog marketing; brand stories; network behaviour; internet culture; social web; social media; brand communities; e-marketing; electronic marketing; blogs; value creation.
International Journal of Electronic Marketing and Retailing, 2010 Vol.3 No.3, pp.241 - 260
Available online: 23 Aug 2010 *Full-text access for editors Access for subscribers Purchase this article Comment on this article