Consumer value co-creation in online communities: What is the consumer's motivation for participating and contributing in an online community?
There are increasing calls amongst the academic community that a new marketing logic is needed for the 21st century. In contrast to more autonomous approaches adopted by companies in the past, this new marketing logic is marked by a co-creation of value process involving both consumers and manufact...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2008
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| Online Access: | https://eprints.nottingham.ac.uk/21826/ |