Co-creation experiences in social media brand communities: Analyzing the main types of co-created experiences = Comunidades de marca de medios sociales y co-creación de experiencias: Una investigación sobre los principales tipos de experiencias co-creadas
Articolo
Data di Pubblicazione:
2018
Citazione:
Co-creation experiences in social media brand communities: Analyzing the main types of co-created experiences = Comunidades de marca de medios sociales y co-creación de experiencias: Una investigación sobre los principales tipos de experiencias co-creadas / R. Rialti, A. Caliandro, L. Zollo, C. Ciappei. - In: SPANISH JOURNAL OF MARKETING-ESIC. - ISSN 2444-9709. - 22:2(2018), pp. 122-141. [10.1108/SJME-03-2018-0011]
Abstract:
Purpose – This paper presents an in-depth investigation on how brands may concur to the co-creation
of consumers’ experiences. In particular, the purpose of this paper is to clarify the main types of co-
created experiences that consumers may encounter as a result of social media brand communities.
Design/methodology/approach – To identify the main types of co-created experiences, a digital
investigation has been used as the main method of analysis. The authors draw their digital investigation on
the digital methods paradigm.
Findings – Four principal types of co-created experiences have been identified and conceptualized, namely,
brand’s products’ individual usage experiences, auto-celebrative experiences, brand’s products’ communal
usage experiences and collective celebration experiences.
Originality/value – Results stress the importance for brand strategists to involve members of social
media brand communities to stimulate co-creation experiences. Specifically, it emerges that the simultaneous interaction among members of the community and the brand may directly affect co-
creation experiences.
Tipologia IRIS:
01 - Articolo su periodico
Keywords:
Experiential marketing; Value co-creation; Co-created experiences; Consumption experiences; Digital investigation; Social media brand communities
Elenco autori:
R. Rialti, A. Caliandro, L. Zollo, C. Ciappei
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