Consumer value co-creation in online communities: What is the consumer's motivation for participating and contributing in an online community?

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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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Bibliographic Details
Main Author:	Kertbo, Kia
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2008
Subjects:	marketing consumer behavior co-creation innovation new product development motivation online communities
Online Access:	https://eprints.nottingham.ac.uk/21826/

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