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The paper aims to explore how perceived prosumer content quality (PPCQ) and perceived interaction quality (PIQ) improve users' co-creation experiences and subsequently influence their co-creation intentions in the future. In addition, the paper examines users' prosumer ability into consideration.

The research model based on stimulus-organism-response (S-O-R) paradigm is developed to observe users' participation in value co-creation activities. In total, 318 valid responses were collected from a survey. Structural equation modeling was used to examine the model and Statistical Package for the Social Sciences (SPSS) PROCESS macro (Model 58) by Hayes was applied to investigate the moderating effect of prosumer ability in mediation paths.

It is observed that co-creation intention is determined by user-learning value, social-integrative value and hedonic value, which are influenced by PPCQ and PIQ. Besides, uses' prosumer ability moderates the indirect effects of PPCQ and PIQ on co-creation intentions through co-creation experiences.

The paper provides a prosumption perspective to explain users' co-creation intentions in social commerce and proposes the importance of user-learning, social-integrative and hedonic values in determining co-creation intentions.

Social commerce platforms can encourage prosumption activities and cultivate multi-level prosumers to achieve a win–win situation.

Little prior research has explicitly examined how and why users participate in value co-creation activities in social commerce from prosumption perspective. The current paper seeks to fill this gap and open new avenues for other value co-creation researchers.

This article aims to advance a new theoretical perspective on the basis of prosumption theory, namely, that online review platforms can be conceptualized as prosumer communities (and online reviews as prosumer-generated content). This perspective meshes with message tuning research to suggest specific mechanisms through which peer-to-peer prosumption takes place in online review communities. Overall, this article enriches and deepens theoretical understanding of prosumption behavior in the product review context and offers practical advice for inducing high-value, prosumer-generated content in online communities.

Exploratory observations of current practices across a wide spectrum of review platforms were conducted. The observed platforms include independent review sites (e.g. Yelp) and review sites affiliated with e-tailers (e.g. Amazon), general review sites (e.g. Viewpoints) and product-specific review sites (e.g. Healthgrades), large-scale review sites (e.g. TripAdvisor) and review sites of a smaller scale (e.g. Judy’s Book) and review sites based in different geographic regions, including Australia (e.g. Productreview.com.au), China (e.g. Taobao), Europe (e.g. Reevoo), India (e.g. Zomato) and North America (e.g. Foursquare).

Theoretical analysis suggests that high-quality review content is the result of collaborative prosumption characterized by three distinct value-adding processes: history-based message tuning, audience-based message tuning and norm-based message tuning. In-depth observations reveal that today’s review platforms are leveraging these value-adding processes to varying degrees. The overwhelming diversity of the observed platform features points to the need for more research on platform design and management.

This research identifies three distinct dimensions of review quality – novelty, relevancy and congruency – that can be systematically managed through platform design. The exploratory nature of this research necessitates follow-up work to further investigate how high-quality review content emerges in the historical, interpersonal and cultural contexts of online prosumer communities.

The prosumption-inducing mechanisms identified in this research have major consumer welfare and strategy implications. First, they may lead to novel, relevant and congruent consumer reviews. Second, they may enhance the value of brand communities (which rely heavily on collaborative prosumption).

This research addresses two intriguing questions pertinent to marketing theory and practice in the digital era. First, how do high-quality reviews emerge on product review platforms (which consist of ordinary consumers)? Second, what constitutes high-quality review content and how can platform managers facilitate the collaborative creation of high-quality review content by ordinary consumers?

“Prosumers” (combining “producer” and “consumers”) describes consumers’ ability to openly share their product/service experiences and thereby drive sales and digital marketing. Understanding what motivates active prosumers to engage in electronic word-of-mouth (eWOM) and share or review their hotel experiences online can help organizations empathize with consumers and use their messages to co-create value. Identifying prosumers’ motivators can enable companies to properly target them as resources for review or consumer feedback studies. This paper aims to investigate the influence of motivators (intrinsic and extrinsic), service quality and age on consumers’ eWOM communication behaviors.

A panel of 204 travelers was surveyed regarding their hotel travel experiences, propensity to write online reviews, preferred review-writing platform, motivations for writing reviews and impressions of service quality. To test the hypotheses, a multivariate regression analysis was performed with eWOM as the dependent variable. Differences in eWOM as a function of preferred review platform were also tested using ANOVA, with a multiple comparison analysis that underlines the differences between prosumers who prefer different types of review platforms and their eWOM behaviors.

Both intrinsic and extrinsic motivators, as well as service reliability, had a significant influence on eWOM behavior, while service tangibility had a negative relationship. Additionally, prosumers’ engagement in eWOM about their hospitality experience differed according to their preferred review platform.

The findings of the analysis underline the importance of consumer motivations and of satisfaction with service quality in the context of digital review behavior. For marketing and hospitality research, this shows the benefits of including not only individual characteristics and demographics when analyzing review behavior but also elements such as perceptions of service quality. Given the differences in how the dimensions of service quality affect consumers’ engagement in online review behavior, this represents a very important topic for research and can be included in future studies that analyze the consumer review behavior model.

Regarding the implications for practitioners, this study highlights the important role played by consumer satisfaction with service in the hospitality industry and its effect on their involvement in online reviews. Managers should be focused constantly on offering great service to their guests, while, at the same time, offering them motivations to engage in posting positive reviews about their vacation. Moreover, as the results of this study imply that various dimensions of service quality have a different impact, managers should focus especially on the aspects that consumers consider important and constantly include in their reviews, such as the tangibles dimension. The results of this study also have the potential to provide to businesses more information to improve the social aspects of vacationing, which can not only improve perceptions about service quality but can also have a positive influence on consumers’ motivations.

This paper develops a better understanding of what motivates people to engage in the eWOM communication behavior of writing online hotel reviews, by showing the effect of consumer motivations and service quality variables on prosumers’ engagement in online review behavior.

The purpose of this paper is to, first, make explicit the theoretical link between prosumers and co-creation as articulated in the service-dominant logic framework. The authors re-examine the contributions of prosumers to service experiences with the intent of clarifying how prosumers act as co-creators of value. The second purpose of this study is to clarify the underlying motivations for prosumers’ participation in co-creation/service experiences. The authors assert that high-quality service experiences require service researchers and managers to better understand prosumers and their motivations.

Through a qualitative investigation, the authors examine prosumers and their social motivations – from a service experience perspective.

The findings illustrate that prosumers are not only participants in the co-creation of value; the findings illustrate that prosumers are active designers of service experiences. This is because prosumers are motivated by both individual and social factors that arise from their personal lives, not necessarily by desires to participate in firms’ production processes. The authors seek answers to the following research questions: What are the social motivations of prosumers? How do prosumers co-create value through creative outputs?

The findings suggest that firms do not solely motivate co-creation and, more specifically, prosumption; rather, these are motivated by factors in the personal lives of consumers.

The findings illustrate that prosumers are not only participants in the co-creation of value; the findings illustrate that prosumers are active designers of service experiences. Service design and management should account for and accommodate prosumers.

This interdisciplinary paper integrates literature from design, marketing, service, and management to provide theoretical underpinnings of a qualitative study into the social motivations of prosumers from a service experience perspective.

Over the past decade, the term prosumption (denoting simultaneous consumption and production) has exhibited a dramatic increase in frequency of use in publications in the social sciences and business studies. This paper aims to explore the current state of research into prosumption, particularly related to marketing.

This study systematically reviews papers on prosumption extracted from the Web of Science, using two bibliometric analyses on 20 years of data: citation counts from HistCite and bibliographic coupling and cartography analysis from the visualization of similarities software VOSviewer. A total of 75 papers on prosumption were found from the period 1997-2017, and the most influential authors, articles, journals, institutions and countries among these were determined. Furthermore, bibliographic coupling and most co-occurrent keywords in the title, keywords and abstracts were found.

This study found that the USA and the UK were the most influential among prosumption publications. Ritzer was the most prominent author and Journal of Consumer Culture was the top-ranking journal. Three clusters were found using bibliographic coupling and cartography analysis: prosumer and co-creation, prosumer and user-generated content and prosumer and informational capital.

This analysis provided a basis for conceptualizing publications on prosumption related to business and sociology in the discipline of marketing. Content analysis found that prosumption research in marketing is in early stages: little quantitative study has been conducted yet. Researchers have not yet constructed a quantitative measure for prosumption.

Business firms can engage prosumers to gain market share and competitive advantage, especially relative to value co-creation, with near-zero marginal cost.

This may be the first bibliometric analysis and systematic review of prosumption research in marketing studies. The achievements of this paper open new avenues for other prosumption researchers.

This paper aims to examine how prosumption manifests in an online community, Instructables.com, and its value for those who engage with it. The paper emphasizes its distinctiveness compared to similar phenomena, particularly co-creation.

This work uses a netnography-informed research approach, involving Instructables community observations, participation and 15 online interviews with members of the community.

Prosumption provides personal benefits including hedonic elements of enjoyment and fun, functional elements of monetary saving and self-sufficiency, and cognitive benefits such as problem solving and learning. Further, extra-personal benefits include community-, environment-, market-, family- and friends-oriented benefits.

Personal and extra-personal prosumption benefits generate use and social value, progressing understanding of value through a type of prosumption that the authors term peer-to-peer.

An understanding of the differences among concepts can set expectations, responsibilities and opportunities for both firms and prosumers in an increasingly collaborative marketplace.

By critically analyzing the nature of value through a particular kind of prosumption, the paper makes three theoretical contributions. First, it transforms and broadens the scope of empirical research by clarifying critical distinctions between co-creation and prosumption and establishing them as higher-order concepts. Second, the paper determines the benefits, use and social value participants derive from particular forms of participation in the marketplace. Finally, the paper establishes a new concept, namely peer-to-peer prosumption, which the authors define as a type of prosumption that prioritizes collective, peer-to-peer use and social value over exchange value. The paper contributes to marketing literature on the ongoing evolution of consumer roles and participation in the marketplace, by furthering theorization in this field.

This study aims to examine how brands can leverage on advergames as an interactive marketing tool to foster prosumer culture and build a sacred brand. Drawing from game theory, this research scrutinizes how advergame format (cooperative vs noncooperative) influences consumers’ perceived brand sacredness by harnessing positive brand relationship quality (BRQ) and intention to prosume. It also examines how reward types moderate the relationship between advergame format and advergamers’ BRQ.

Three different studies were conducted. Study 1 develops a measure to capture advergamers’ intention to prosume. Study 2 uses survey to collect data from brand-controlled gaming community platform. Study 3 is an experiment that uses 2 (game format: cooperative vs noncooperative) × 2 (reward type: hedonic vs utilitarian) between-subject format.

Study 1 provides a reliable and valid measure to capture “intention to prosume.” The results of Study 2 elucidate that (non) cooperative advergame format generates strong cold (hot) BRQ, leading to intention to prosume, which, in turn, drives brand sacredness. The results of Study 3 elucidate that using (utilitarian) hedonic rewards strengthens the impact of (non) cooperative advergame format on (cold) hot BRQ.

This research has examined the roles of cooperative vs noncooperative game design formats and hedonic vs utilitarian reward formats. Future research may focus on other possible advergame design formats and reward types.

This research provides insights to advergame marketers toward designing appropriate hedonic or utilitarian game rewards to strengthen the impact of cooperative vs noncooperative advergame format on brand sacredness through enhancing BRQ and intention to prosume among the target advergamers.

This research applies game theory in the advergaming context to manoeuvre game format and rewards so that a sustainable prosumption culture is built, which has strong beliefs about the sacredness of the brand.

The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising into entertainment content, is an innovative marketing strategy that can provide sport enterprises and sponsors with consumer attention and engagement.

Branded entertainment was theoretically framed and conceptualised. Using an inductive approach Red Bull’s portfolio of self-generated action/extreme sport content as well as its production, distribution and viral processes were analysed.

A communication model of sport-related branded entertainment was developed to distinguish actors such as athletes, sponsors, and co-operating companies, traditional and new (sport) media as well as sport consumers and prosumers and analyse their actions and relationships.

This study is limited to Red Bull’s branded entertainment activities. However, a thorough conceptualisation and analysis of branded entertainment and findings of unique characteristics and anomalies related to branded sport entertainment allows academics and professionals to understand and apply the concept.

The research theme triggers a dialogue and encourages marketing practitioners to consider alternative ways to engage their target audiences and expand their integrated communication strategies via a unique and dynamic promotional tool.

This paper contributes to the sport value framework by addressing “value co-creation” in a sport media and marketing context. By highlighting the Red Bull phenomenon as an innovative approach a successful integration of branding and sponsorship activities into sport entertainment content production, distribution and viral marketing is presented.