Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Value Co-creation Practices in Brand Community of Airbnb
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
2019 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 40 poäng / 60 hpOppgave
Abstract [en]

Abstract

Background: Value co-creation emerged at the beginning of the 21st century as a new way of understanding of value and its creation which occurs around individualized experiences of co-creation, leading to the creation of value that is exclusive to every person. In the essence of the concept of value co-creation lays the service-dominant logic of marketing. The investigation of value co-creation within brand communities has been emphasized in recent years. The practices of brand community members play a significant role in the value co-creation. Since Airbnb has never been looked as a brand community in the value co-creation literature, it remained unclear how value can be co-created through the practices of Airbnb community members.

Purpose: How value is co-created between brand community members of Airbnb (between hosts and guests and guests themselves) through their practices in their experiences within the corporeal world?

Method: In order to meet the purpose of this study, authors applied a qualitative method. Further, a netnographic strategy has been employed which led us to collect online-posted reviews of Airbnb guests from Airbnb website. Authors used purposive sampling by selecting the only guests who had the previous experience of stay in Airbnb accommodations in cases of on-site hospitality. 155 reviews of different guests from 31 accommodation profiles were collected in three waves of data collection. Moreover, a grounded theory coding was employed in order to analyze the data.

Conclusion: We identified 14 sub-categories of value-creating practices that emerged under four major categories, namely: practice of sharing, practice of communicating, practice of saving, and practice of authenticating. Further, in the process of elaboration of main elements of practices (i.e. objects, doings, and meanings), we found general connections of these elements within the practices of hosts and guests (i.e. Airbnb community members) that helped us to understand how value is co-created in their experiences within the corporeal world.

sted, utgiver, år, opplag, sider
2019. , s. 97
Emneord [en]
Brand Community, Value Co-creation, S-D Logic, Practice Theory, Airbnb
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-45606ISRN: JU-IHH-FÖA-2-20190993OAI: oai:DiVA.org:hj-45606DiVA, id: diva2:1343851
Fag / kurs
JIBS, Business Administration
Presentation
2019-08-16, B 3053, JIBS Building, Jönköping, 11:00 (engelsk)
Veileder
Examiner
Tilgjengelig fra: 2019-09-23 Laget: 2019-08-19 Sist oppdatert: 2019-09-23bibliografisk kontrollert

Open Access i DiVA

Siyasinejad & Teodosiev(1353 kB)105 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 1353 kBChecksum SHA-512
da86663e4ece7421c89d32ece1801f0bd3572133337181945e556b1cc9a801158abae32b457e8093563933a70b4689c36095bf54080d982d3f7edaf0950922a8
Type fulltextMimetype application/pdf

Søk i DiVA

Av forfatter/redaktør
Siyasinejad, SeyedmohammadaliTeodosiev, Teodor
Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 105 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 359 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf