Browsing Marketing Faculty Research and Publications by Author "Bacile, Todd J."

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From firm-controlled to consumer-contributed: consumer co-production of personal media marketing communication

Bacile, Todd J.; Ye, Christine; Swilley, Esther L. (2014-09-19)

Fueled by the sociocultural shift from firm-controlled to consumer-contributed media, the researchers explore the idea of adapting a co-production strategy from service marketing to marketing communication sent to personal ...