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Article
Publication date: 14 June 2022

Haksin Chan, Kevin J. Zeng and Morgan X. Yang

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…

Abstract

Purpose

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.

Design/methodology/approach

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).

Findings

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.

Research limitations/implications

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.

Practical implications

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).

Originality/value

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?

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 10 August 2020

Mohammed Alhashem, Caroline Moraes and Isabelle T. Szmigin

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…

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Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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.

Practical implications

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

Originality/value

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.

Details

European Journal of Marketing, vol. 55 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 29 March 2013

Chunyan Xie, Lúcia de Fátima Martins Guilhoto, Kjell Grønhaug and Jens Østli

In Brazil, bacalhau dishes represent strong cultural, religious and traditional values. The purpose of this paper is to propose a theoretical perspective integrating…

Abstract

Purpose

In Brazil, bacalhau dishes represent strong cultural, religious and traditional values. The purpose of this paper is to propose a theoretical perspective integrating theories on social identity, role‐based identity, and cultural capital to explore multi‐phase bacalhau prosumption. The aim is to understand how consumers maintain their social identity and role‐based identity in this process.

Design/methodology/approach

Data gathering is based on focus‐group discussions. A total of 13 focus‐group discussions were developed with 104 consumers from five different cities in Brazil. Discussions of all five phases of bacalhau prosumption reveal how people maintain and reinforce their social identity and role‐based identity.

Findings

It was found that consumers achieve their social identity through comparison with both in‐group and out‐group members in what they prosume and how they prosume. Consumers also try to maintain their role‐based identity through continuously comparing their actual behaviour with the behaviour standards associated with the role of being a good host/hostess. While economic capital is expressed by the prosumption objects, cultural capital is reflected in consumer prosumption practices.

Originality/value

This study has developed a new theoretical perspective, integrating theories on social identity, role‐based identity, and cultural capital. This novel perspective is applied to a complex food prosumption context including strong cultural, religious and social elements, and allows us to capture both the “being” and “doing” aspects of bacalhau prosumption.

Details

Qualitative Market Research: An International Journal, vol. 16 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 12 September 2018

Duane M. Nagel, J. Joseph Cronin Jr and Richard L. Utecht

Despite the recent growth of the do-it-yourself market, very little is known as to how or why individuals actually choose to engage in prosumption behavior. The purpose of…

Abstract

Purpose

Despite the recent growth of the do-it-yourself market, very little is known as to how or why individuals actually choose to engage in prosumption behavior. The purpose of this study is to specifically examine the decision process of actors when determining the level of resource commitment and integration necessary to prosume or consume a service, thus offering insights to both managers and academics alike.

Design/methodology/approach

A multi-method study using both qualitative and quantitative research examines the decision of actors to consume or prosume a service. A conceptual model is presented and tested.

Findings

The results identify the primary drivers individuals considered when evaluating the resource commitment necessary for a make or buy decision. This research offers empirical support for the application of transaction cost analysis as an appropriate theoretical explanation of how actors decide to prosume or consume a service. The authors further suggest, based on these findings, that transaction cost analysis is a viable middle-range theory to explain the commitment and sharing of resources between actors engaged in co-production within the perspective of a service-dominant logic.

Research limitations/implications

Future research is needed to identify opportunities for hybrid models that consider the appropriateness of these findings within larger service networks, as well as potential moderating or mediating influences of the direct effects identified and investigated.

Originality/value

This study offers an initial attempt to provide a theoretical explanation for the resource integration decisions (e.g. make or buy) faced by individuals in a growing segment of the economy. The findings enable better informed strategies to be identified by both service providers and retailers.

Details

Journal of Services Marketing, vol. 32 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 23 August 2019

Syed Hamad Hassan Shah, Shen Lei, Muhammad Ali, Dmitrii Doronin and Syed Talib Hussain

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…

1644

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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

Originality/value

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.

Details

Kybernetes, vol. 49 no. 3
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 5 July 2013

Beth Sundstrom

Theories of prosumption offer social marketers an opportunity to improve market segmentation strategies and health campaigns by improving understanding of audiences. The…

Abstract

Purpose

Theories of prosumption offer social marketers an opportunity to improve market segmentation strategies and health campaigns by improving understanding of audiences. The purpose of this paper is to provide a framework to understand how women produce and consume ideologies of pregnancy.

Design/methodology/approach

A total of 19 pregnant women ages 24‐38 years completed qualitative, in‐depth interviews. Data analysis included a grounded theory approach and constant‐comparative method using open and axial coding to reduce the data and identify themes across the data.

Findings

This study addressed prosumption in three meaning‐making sites: the physiological basis of pregnancy; perceptions of medicine and the biomedical model during pregnancy; and perceptions of media surrounding pregnancy.

Research limitations/implications

This study applied prosumption theory in a new social context: pregnant women. Findings articulate the importance of gender and the necessity of incorporating women's lived experiences into theories of prosumption.

Practical implications

Social marketers benefit from improved understandings of pregnant women's body identity, perceptions, and opportunities for empowerment and agency in reproductive health. The proposed “purist pregnant woman” myth impacts effective strategies in social marketing and health communication campaigns. Findings suggest that pregnant women may serve as a receptive audience for a range of health issues.

Social implications

This study extends our understanding of prosumers, suggesting that prosumption of pregnancy reduces alienation, humanizes and demedicalizes health care and the birthing process.

Originality/value

This study offers theoretical and practical implications for social marketing and health communication campaigns to improve pregnancy health outcomes through an improved understanding of prosumers.

Details

Journal of Social Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 7 December 2021

Lei Shen, Yuhong Zhu, Chenglong Li and Syed Hamad Hassan Shah

The paper aims to explore how perceived prosumer content quality (PPCQ) and perceived interaction quality (PIQ) improve users' co-creation experiences and subsequently…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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

Originality/value

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.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 25 April 2022

Diana Aksenova, Wenjie Cai and Maria Gebbels

This study aims to examine the multisensory experiences of participating in a cooking class and how they shape perceptions of destinations in the pre-trip stage…

Abstract

Purpose

This study aims to examine the multisensory experiences of participating in a cooking class and how they shape perceptions of destinations in the pre-trip stage. Performance theory and prosumption provide a theoretical lens to investigate how a cooking class influences the pre-trip destination sensescape.

Design/methodology/approach

This study used participatory action research consisting of an immersive Tatarstan cooking class experience with the supporting materials of music and videos, focus group discussions and participant observations.

Findings

Cooking class participants prosume local culture and (re)construct the perceptions of Tatarstan by partaking in cooking classes through a multisensory experience. The pre-trip destination sensescape formation in the cooking class is dynamic, stimulating and memorable. With active engagement in co-creating in the process, such experience significantly strengthens and reshapes the perceptions of a destination.

Practical implications

Cooking classes can be leveraged in pre-trip marketing as a tool to enhance the competitiveness of tourism destinations and contribute to accessible tourism, such as engaging visually impaired tourists’ other heightened senses in experience design and marketing.

Originality/value

This study revealed that participation in cooking classes involves active, embodied and multisensory engagement, which acts as a vehicle of the destination perception change.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 20 June 2016

Byounghyun Yoo, Heedong Ko and Sungkuk Chun

This paper aims to examine the changing backdrop of the consumer market in relation to three-dimensional (3D) printing, especially in the context of Web infrastructure…

Abstract

Purpose

This paper aims to examine the changing backdrop of the consumer market in relation to three-dimensional (3D) printing, especially in the context of Web infrastructure that connects consumers and producers with unprecedented diversity and scale and Web 2.0 user-created content in the material domain.

Design/methodology/approach

The paper presents a conceptual architecture and software platform that facilitates do-it-yourself reconfiguration of existing products incorporating 3D printing, mobile 3D sensor, augmented reality (AR) and Web technologies.

Findings

This work shows that prosumer reconfiguration of consumer products is the major paradigm in the era of democratized production. The results suggest that this approach may be used in the consumer market to meet consumer preferences for adopting innovations without redundant consumption.

Research limitations/implications

Verification of the proposed conceptual approach is limited to the use of household consumer products. A critical mass of participants and product information are both necessary to achieve a sustainable ecosystem from the proposed platform. Intellectual property issues rely on the fair use of end-user production in this paper.

Social implications

The proposed approach allows users to swap out consumer product parts or upgrade individual modules as innovations emerge, extending the lifecycles of consumer products and potentially reducing consumer waste.

Originality/value

There is a lack of work on facilitating the proliferation of practical 3D printing through prosumption in relation to existing consumer products. This paper’s scientific contribution involves how 3D printing affords social manufacturing and consumer-oriented presumption in conjunction with mobile 3D sensor, AR, and Web technologies.

Details

Rapid Prototyping Journal, vol. 22 no. 4
Type: Research Article
ISSN: 1355-2546

Keywords

Book part
Publication date: 17 June 2013

Jennifer Earl

Over the last several decades, the social movement sector in the United States has been professionalizing, creating a large number of highly professionalized, formal…

Abstract

Over the last several decades, the social movement sector in the United States has been professionalizing, creating a large number of highly professionalized, formal social movement organizations. And yet, over the last decade, digital technologies have been used to undermine long-settled distinctions between producers and consumers in a number of areas of social and economic life as relative amateurs engage in production (e.g., citizen journalism). Drawing an analogy between protest organizers and producers on the one hand, and protest participants and consumers on the other hand, it would seem possible that digital technologies could be used to up-end brightline distinctions between organizers and participants in the protest sector as well. I outline two different ways these prosumptive forces could shape protest and then use a five year panel dataset on websites across 20 different social movement areas to understand the net effect of prosumptive versus professionalizing trends. Findings suggest that while there has been some adoption of disruptive digital technologies by protest-related websites, the majority of sites still limit and circumscribe participant participation to pre-choreographed actions. Findings shed important light on the continuing social organization of protest in the dawning of the digital age.

Details

Research in Social Movements, Conflicts and Change
Type: Book
ISBN: 978-1-78190-732-0

Keywords

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