Understanding prosumer behaviour in the platform ecosystem
Published on 6. December 2022
240 pages
978-1-83753-403-6 (ISBN)
Description
The widespread adoption of new technologies such as artificial intelligence and virtual reality, along with the proliferation of various types of social media platforms, have enhanced the processes of prosumer engagement and interactivity (Kim et al., 202
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Content
- Cover
- Guest editorial: Understanding prosumer behavior in the platform ecosystem
- Customer brand engagement andco-production: an examination of key boundary conditions in the sharing economy
- The effects of online reviews on the popularity of user-generate ddesign ideas within the Lego community
- Prosumption through advergames: leveraging on advergame format and reward elements to create a sacred brand
- Understanding the role of influencers on live streaming platforms: when tipping makes the difference
- Review platforms as prosumer communities: theory, practices and implications
- Role transitions at the prosumer level: spillover effects in the collaborative economy from aninteractive marketing perspective
- The impact of the number of participants and platform transparency on prosumers' creative performance
- Dynamic brand positioning: a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world
- Career-washing? Unpacking employer brand promises on social media platforms
