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

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dc.contributor.author Bacile, Todd J.
dc.contributor.author Ye, Christine
dc.contributor.author Swilley, Esther L.
dc.date.accessioned 2014-09-19T21:03:07Z
dc.date.available 2014-09-19T21:03:07Z
dc.date.issued 2014-09-19
dc.identifier.uri http://hdl.handle.net/2097/18331
dc.description.abstract 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 media. Eleven field experiments with firms, along with a structural model tested on survey data, provide empirical evidence supporting a co-production approach applied as a communication strategy in the context of a text message mobile coupon marketing campaign. The results demonstrate a co-produced direct marketing communication strategy that increases attitude toward the communication, purchase intent, and purchase activity, while also acting as a risk-reducing mechanism. Furthermore, perceived customization of the communication interacts strongly with risk perception and marginally with coupon proneness as related to attitude toward the communication when marketers enter the world of consumers' personal media. A push versus pull framework and a co-produced communication framework are put forth to suggest various areas marketers can make available for consumers to co-produce in a marketing communication exchange. en_US
dc.language.iso en_US en_US
dc.relation.uri http://www.sciencedirect.com/science/article/pii/S1094996813000637 en_US
dc.subject Consumer-contributed media en_US
dc.subject Direct marketing en_US
dc.subject Co-produced communication en_US
dc.subject Personal media en_US
dc.title From firm-controlled to consumer-contributed: consumer co-production of personal media marketing communication en_US
dc.type Article (author version) en_US
dc.date.published 2014 en_US
dc.citation.doi doi:10.1016/j.intmar.2013.12.001 en_US
dc.citation.epage 133 en_US
dc.citation.issue 2 en_US
dc.citation.jtitle Journal of Interactive Marketing en_US
dc.citation.spage 117 en_US
dc.citation.volume 28 en_US
dc.contributor.authoreid esthers en_US


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