Table of contents - Special Issue: Understanding prosumer behaviour in the platform ecosystem
Guest Editors: Cheng Lu Wang, Dorothy Yen
Customer brand engagement and co-production: an examination of key boundary conditions in the sharing economy
Riza Casidy, Civilai Leckie, Munyaradzi Wellington Nyadzayo, Lester W. JohnsonDigital platforms have transformed how brands engage with collaborative consumption actors, such as prosumers. This study aims to examine the role of customer innovativeness and…
The effects of online reviews on the popularity of user-generated design ideas within the Lego community
Hao Zhang, Qingyue Lin, Chenyue Qi, Xiaoning LiangThis study aims to explore how online reviews and users’ social network centrality interact to influence idea popularity in open innovation communities (OICs).
Prosumption through advergames: leveraging on advergame format and reward elements to create a sacred brand
Juhi Gahlot Sarkar, Abhigyan Sarkar, Sreejesh S.This study aims to examine how brands can leverage on advergames as an interactive marketing tool to foster prosumer culture and build a sacred brand. Drawing from game theory…
Understanding the role of influencers on live streaming platforms: when tipping makes the difference
Liying Zhou, Fei Jin, Banggang Wu, Xiaodong Wang, Valerie Lynette Wang, Zhi ChenThis study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and…
Review platforms as prosumer communities: theory, practices and implications
Haksin Chan, Kevin J. Zeng, Morgan X. YangThis article aims to advance a new theoretical perspective on the basis of prosumption theory, namely, that online review platforms can be conceptualized as prosumer communities…
Role transitions at the prosumer level: spillover effects in the collaborative economy from an interactive marketing perspective
Myriam Ertz, Émilie Boily, Shouheng Sun, Emine SarigöllüThe purpose of this study is to examine the process underlying how consumers shift roles from users to suppliers of goods or services in the collaborative economy (CE). It…
The impact of the number of participants and platform transparency on prosumers’ creative performance
Fue Zeng, Yining Song, Yiping Amy Song, Siqing Zuo, Jinjun YuProsumers’ creative performance in a co-creation activity is greatly affected by the disclosure of activity information. Extant research has separately examined the impact of…
Dynamic brand positioning: a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world
Jiaxun He, Fan ZhangThis study aims to explore how cocreated brand meaning builds and affects dynamic brand positioning in a hyperconnected world.
Career-washing? Unpacking employer brand promises on social media platforms
Julia Marcet Alonso, Elizabeth Parsons, Daniela PiraniThis paper aims to explore how a global fashion retailer uses a social media platform to build an appeal via a process of online employer branding.
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall