When customers create the ad and sell it – a value network approach

  title={When customers create the ad and sell it – a value network approach},
  author={Christofer Pihl},
  journal={Journal of Global Scholars of Marketing Science},
  pages={127 - 143}
  • C. Pihl
  • Published 1 March 2013
  • Business
  • Journal of Global Scholars of Marketing Science
Within marketing research, the notion of “vigilante marketers” has been offered to describe consumers' increased participation in the production of marketing messages and processes of value co-creation. Using a value network approach, the purpose of this study is to explain the role of vigilante marketers in their interaction with firms seeking to impose managerial control and influence processes of co-creation of brand values. A netnography of the content produced by 18 market-leading fashion… 
Customers' Influence Makes or Breaks Your Brand's Success Story - Accounting for Positive and Negative Social Influence in Online Customer Networks
This work proposes a novel approach to account for direct and indirect as well as positive and negative social influence between customers in online customer networks to calculate customers’ integrated value contribution and demonstrates the applicability of this approach using an illustrative online customer network.
Brand Co-creation in the Saudi Telecommunication Sector: Antecedents and Consequences from Customer Perspective
This work carried out in collaboration between the two authors. Both authors designed the study, managed and wrote the literature review, performed the statistical analysis, wrote the findings and
As consumers are increasingly utilising social network and media platforms for prepurchase information, managers are confronted with producing effective social network and media platform (SNMP)
Tracing brand constellations in social media: the case of Fashion Week Stockholm
The purpose of this paper is to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media.,The study analyses how brand constellations take form
Exploring Shopper Insights of Social Media Use in Saudi Arabia
Social media inspired millions of users from all over the world. This media has made the connection more familiar to ones that are more intelligent. This new medium of communication wins the trust of
Customer brand co-creation: a conceptual model
Purpose – The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create and the
Which content types increase participation in fashion social platforms?
Fashion social platforms are Web 2.0 platforms that allow users to share experience and knowledge related to fashion through active participation and allow the fashion industry to rapidly utilize
A philosophical investigation of the transition from integrated marketing communications to metamodern meaning co-creation
This article contributes to the recent problematisation of the co-evolution of philosophy and marketing thought as we experience a transition from the deification of greed, individualism and hedonic
Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook
ABSTRACT Despite the fact that social networking sites (SNSs) provide new opportunities for firms and brands, there is still a little understanding of how user-generated contents (UGC) and


Co-creation experiences: The next practice in value creation
Consumers today have more choices of products and services than ever before, but they seem dissatisfied. Firms invest in greater product variety but are less able to differentiate themselves. Growth
Towards a theory of marketing systems
Purpose – As specialisation takes root in human communities, the economics of scale and of diversity come into play. Scale leads to product markets, specialised firms, channels, and to industries.
Toward a theory of brand co-creation with implications for brand governance
In 2004, Prahalad and Ramaswamy analyzed co-creation as a relatively new and critical development within the field of innovation. They provided examples of four building blocks by which co-creation
The evolving brand logic: a service-dominant logic perspective
The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value
Vigilante Marketing and Consumer-Created Communications
Consumers, acting independently of marketers and advertisers, have started creating and disseminating documents that strongly resemble, in form and intent, ads for the brands that they love.
Ad Lib: When Customers Create the Ad
Consumers are now generating, rather than merely consuming advertising. The consequences for brands, marketers, and senior executives are significant. Advertising was traditionally generated by, or
A call for ‘User-Generated Branding’
www.palgrave-journals.com/bm/ UGB is rooted in the theoretical framework of the identity-based brand management approach (for example, Burmann et al , 2009 ). This approach takes into account both