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Title: It is emergent: five propositions on the relationship between creative consumers and technology

Authors: Philip DesAutels; Esmail Salehi-Sangari; Pierre Berthon; Tamara Rabinovich; Leyland Pitt

Addresses: Division of Industrial Marketing, KTH, Royal Institute of Technology, Valhallavägen 79, 100 44 Stockholm, Sweden ' Division of Industrial Marketing, KTH, Royal Institute of Technology, Valhallavägen 79, 100 44 Stockholm, Sweden ' McCallum Graduate School of Business, Bentley University, 175 Forest St., Waltham, MA 02452, USA ' McCallum Graduate School of Business, Bentley University, 175 Forest St., Waltham, MA 02452, USA ' Beedie School of Business, Simon Fraser University, 500 Granville Street, Vancouver, BC V6C 1W6, Canada

Abstract: Drawing on four research papers and case studies, this paper explores the interaction between creative consumers and technology. While prior research has taken either a technology 'push' stance (technology shapes consumers) or a 'pull' posture (technology results from identifying consumer needs), the view adopted here is that the interplay between technology and consumers is mostly non-linear and emergent. From Facebook, where the consumer is the product, to user generated information systems (UGIS) where the consumers creates the product; and from Rev Billy who uses technology to creatively deconstruct consumption to mobile phones where technology is enabling the creative consumer, there is much to learn about how technology and creative consumers interact. Using these case studies five researchable propositions regarding technology and creative consumers are developed and illustrated, and it is hoped that these propositions can serve as guides to future research in this interesting and important developing domain of scholarship.

Keywords: creative consumers; consumer creativity; technology; consumer-technology interaction; research propositions.

DOI: 10.1504/IJTMKT.2014.058084

International Journal of Technology Marketing, 2014 Vol.9 No.1, pp.72 - 85

Available online: 16 Oct 2013 *

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