Search results

This paper aims to integrate the consumption perspective within the Industrial Marketing and Purchasing (IMP) debate. The study delves into how consumer communities can be conceived like other network business actors. The perspective of sustainable new ventures (SNVs) in the fashion industry is adopted, considering their specific connection with consumer communities.

Adopting a multiple case study methodology, this paper uses a qualitative approach. Data collection mainly relies on interviews conducted with 10 SNVs in the fashion industry; this sector is a fertile ground for studying sustainability and consumer communities. For data analysis, the abductive approach of systematic combining is applied.

The paper identifies four distinct types of consumer communities and four roles that they can assume as business actors in the business network. Owing to their engagement in these specific roles, consumer communities become part of the SNVs’ network, akin to other business-to-business players.

This study represents one of the initial endeavors to introduce consumption into the IMP theoretical framework. In this paper’s conceptualization, consumer communities are groups of consumers and collective actors in the business network. Additionally, this study advances the research on sustainability as a network concept by including consumer communities’ roles in business networks.

Social factors, such as fellow spectators in a stadium or other fans sharing their experiences on online platforms, play a dominant role in spectator sport consumption. This conceptual article sets out to achieve three objectives: classify customer-to-customer (C2C) interactions in the sport fan context, develop a framework that links the classification of interactions to relevant outcomes and identify areas for related future research.

The authors integrate conceptual and empirical contributions on C2C interactions in the service, marketing and sport management literature.

The article proposes classifying C2C interactions into synchronous multi- and uni-directional interactions as well as asynchronous multi- and uni-directional interactions. The C2C interaction framework (C2CIF) proposes that such C2C interactions have hedonic, social, symbolic and utilitarian value outcomes. It further suggests that physiological, psychological and social processes underlie the co-creation or co-destruction of value and identifies contingencies at both the fan and the brand level.

Based on the C2CIF, we identify relevant topics for future research, in particular relating to technology-supported and virtual interactions among fans, fan-to-fan interactions across different countries and cultural backgrounds and fan-to-fan interactions as a way to reduce societal concerns.

This paper aims to examine the origins of value co-creation (VCC) knowledge streams, vis-a-vis their progression over the past 18 years. The study explores how knowledge of this discipline emerged across the tripartite strategic paradigms of business transformation.

Co-citation analysis (CCA) and co-word analysis (CWA) are used as bibliometric techniques, for which, a group of articles is retrieved using Scopus’s usual keyword-based search. The initial collection consists of 3,431 research articles published in business and management publications. By explaining the article clusters generated through CCA and keyword connections generated through CWA, the findings outline the origins and development of VCC research. A CWA-based chronological study adds further insights to the development of VCC research themes.

The results depict that VCC research has grown multifold in the past 18 years, whereby it has shifted its attention from a dyadic interaction approach to a multistakeholder ecosystem-based approach detailing the phenomenological instances of resource integration and institutional processes. Notably, extant research in this field has grown at a much faster rate since 2008. In fact, a stronger concentration of research emerged in the experience domain, particularly in terms of hedonic services. Development of engagement platforms has been driven by research into technologies such as IoT and artificial intelligence.

The theoretical framework of the VCC paradigm is used to describe the aggregation of co-creation research around the three strategic pillars. This framework is useful for business strategy and to track VCC research over time.

This work identifies the practices and strategies of VCC at three different levels: capacity, platform and experience. The study offers insights into a variety of co-creation practices at their respective levels, incorporating micro-level dyadic interactions and macro-level processes in a service ecosystem.

This study uses different bibliometric methodologies to investigate the development of this scientific field over time. “Document co-citation” analysis, a more preferred bibliometric technique under CCA, is used to construct the cluster of theoretical cores of this area. The results are classified under the strategic framework of the co-creation paradigm (Ramaswamy and Ozcan, 2014).

This study aims to answer two significant questions: What are the relative consumer and firm-level effects of marketing through metaverse compared to conventional marketing endeavours? What are the current trends in utilizing the metaverse as reported in the recent literature?

This study uses a systematic literature review methodology, using a Preferred Reporting Items for Systematic Reviews and Meta-Analyses flowchart to synthesize existing research. A total of 35 articles written in English were selected and analysed from two databases, Web of Science and EBSCO Host.

The findings indicate that consumer-level effects of the metaverse include consumer loyalty and brand attachment. The firm-level benefits are decentralization and cost reductions. The paper proposes a framework indicating variables that could attenuate or enhance the association between immersive components of the metaverse and their resultant effects.

This study contributes to understanding the role of metaverse in marketing practices related to the marketing mix components. The study conceptualizes a novel framework for the metaverse and its resultant effects.

Although digital content marketing (DCM) research and industry-wide expenditure is growing very rapidly owing to the positive outcomes associated with this new pull marketing strategy, research has not completely mapped how DCM activities can be optimized in the social media brand community context. This paper seeks to understand how social media DCM activities can be optimized to achieve greater relational and monetary outcomes for different products.

A structural equation modeling procedure was used to analyze 416 survey responses obtained from members of Facebook brand communities in South Africa.

The results reveal that social media DCM consumption motives exert significant differential effects on both relational and monetary marketing outcomes in search and experience product contexts while also demonstrating the mechanism through which social media DCM consumption motives lead to contributing social media engagement behaviors.

The study findings call for the need for firms to understand the motives that drive the consumption of DCM in social media brand communities. Specifically, marketers of search products should deploy more of hedonic contents such as images while simultaneously keeping highly textual DCM to a minimum in Facebook brand communities as this works better for experience products. Finally, more authentic SM-DCM activities that effectively address the authenticity SM-DCM consumption motive can result from the DCM activities of social media opinion leaders and genuine consumer–brand interactions in the context of Facebook brand communities.

This paper broke new grounds in three unique directions in terms of: (1) the relative salience of SM-DCM consumption motives in enhancing WTP and different aspects of SMBE; (2) the contextual influence of product type on SM-DCM activities optimization and (3) the mechanisms that underlie the effects of SM-DCM consumption motives on contributing SMBE in the Facebook brand community context.

Enterprises build online product community to expect users to contribute: opinion sharing (content contribution) and product consumption (product contribution). Previous literature rarely focused on both. The purpose of this paper is to explain user contribution mechanism by identifying content contribution and product contribution.

This research chose Xiaomi-hosted online product community (bbs.xiaomi.cn) and Huawei-hosted online product community (club.huawei.com) where users can freely share ideas and buy products at the same time. Data were crawled from 109,665 community users to construct dependent variable measurement, and 611 questionnaires were used to verify research hypotheses.

The results indicate that both cognitive needs and personal integration needs have a significant positive impact on browse behavior; social integration needs and hedonic needs have a significant positive impact on content contribution behavior. Browse behavior not only directly affects but also indirectly influences product contribution through content contribution behavior.

Findings of this research provide community managers with useful insights into the relationship between content contribution and product contribution.

This study explains the formation mechanism of user product contribution and reveals the relationship between user content contribution and product contribution in online product community. This paper provides a different way of theorizing user contributions by incorporating uses and gratifications theory into the “Motivation-Behavior-Result” framework.

Despite the well-known positive effects of fruits and vegetables, their consumption in many countries is lower than those recommended. This study aims to systematically examine the effects of community-based interventions on fruits and vegetables consumption in adults.

To collect relevant publications, the authors searched electronic databases including PubMed/MEDLINE, Scopus and Web of Science from January 2000 to July 2021. Considering random models, this study analyzed the data using weighted mean differences (WMD) and 95% confidence intervals (CI).

Among 1,621 retrieved publications, 21 articles met the inclusion criteria. The overall effect size demonstrated that, at the end of the trials, the educational interventions increased the consumption of aggregated fruits and vegetables (WMD: 0.55 serving/day, 95%CI: 0.34, 0.77), and vegetables (WMD: 0.15, 95%CI: 0.09, 0.21, I2: 33.2%; p = 0.103) in the intervention groups, compared to the control groups.

The subgroup analyses that were based on the type of interventions (face-to-face education compared to online interventions), location (home-based compared to the other types of interventions) and duration (24 weeks and higher) of interventions, and accompanied financial support reduced between-group heterogeneity. An efficient interventional program on increasing fruits and vegetables consumption should be part of a multi-component project.

To the best of the authors’ knowledge, no systematic review and meta-analysis has provided a summary of the effects of community-based interventions on fruits and vegetables consumption in adult populations, and there is no fixed conclusion that could be drawn in this regard.

This study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers’ collective experience, to enhance our understanding of consumer communities in conjunction with ideological capacities.

The community of “presenteers” is conceptualized as a self-organized tribe with heterogeneous components that generate capacities to act. Netnographic observation was conducted on 18 presenteer accounts and lasted around six months. Real-time data were collected by taking screenshots of the posts and stories that these users created and publicly shared. Data were analysed by adopting assemblage theory, combining inductive and deductive approaches. Firstly, a qualitative visual-textual content analysis of the tribe’s defining components was conducted. Then, the process continued with the thematic analysis of the ideological underpinnings of the tribe’s enactments.

Findings shed light on the ways in which consumer communities interpret the entanglement of religious, political, and cultural ideologies in shaping their experiences. In the case of the presenteers tribe, findings reflect a novel ideological interplay between neo-Ottomanism, post-feminism and consumerism.

The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

The purpose of this paper is to explore the tendencies of liquid consumption in Muslim communities and analyse its impact on Muslims’ consumption practices from the holistic perspective. Liquid consumption refers to a transient and less-materialised mode of consumption that requires both minimal attachment to possessions and hybrid ownership.

This is a conceptual paper that is based on the distinction between Islam as a holistic perspective and Islamic practice as it is applied in different contexts and situations. The Continual Drift Adjustment (CDA) framework of Muslim consumers’ behaviour is developed to be deployed as an analysis framework.

The CDA framework maintains that some problematic cases of Muslim consumption behaviours indicate the drift towards disbalance. Depending on their nature, liquid consumption practices can have different impacts on the drift. Liquid consumption practices underscored by instrumental dissemblance, intellectual insecurity and spiritual scepticism intensify the drift, whereas the incorporation of spiritual sincerity, faithful submission and existential gratefulness into practices and behaviour helps to attenuate the drift.

This research contributes to the theory of liquid consumption by incorporating the religious perspective. Liquid consumption in Islam is a complex area of research, specifically considering the ambivalent meanings of liquidity in Islamic thought.

Marketers of liquid consumption solutions must be aware of these offerings’ double-edged impact on the well-being of Muslim communities. Muslim consumers should be guided towards spiritual sincerity, faithful submission and existential gratefulness in the best way possible, although it must be noted that the customary techniques of marketing would lean towards stimulating the disbalance.

This research is unique because it deals with a topic that has not been researched in the Islamic marketing discipline to this date.