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Exploring consumptive moments of value-creating practice in online community
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Media, Management and Transformation Centre (MMTC).
City University London.
University of Southern Denmark.
2015 (Engelska)Ingår i: Psychology & Marketing, ISSN 0742-6046, E-ISSN 1520-6793, Vol. 32, nr 3, s. 319-340Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

Conceptual blind spots persist when it comes to understanding the value of consumptive dimensions of participation, such as lurking, in online community. This article uses a practice-theoretical lens to conceptualize the consumptive moments of online community practices and explores how they shape different value outcomes. Building on a mixed-method investigation through two studies within an online gardening community, findings reveal two specific consumptive moments, direct and vicarious, and their differential role in the creation of community engagement and vitality. These findings suggest that lurking is not adequately described as a unidimensional construct, but is best understood as vicarious consumptive moments of specific online community practices with distinctive value outcomes. Implications for research on online consumption community are discussed.

Ort, förlag, år, upplaga, sidor
2015. Vol. 32, nr 3, s. 319-340
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-25937DOI: 10.1002/mar.20782ISI: 000349367400007Scopus ID: 2-s2.0-84921879702Lokalt ID: IHHMMTCISOAI: oai:DiVA.org:hj-25937DiVA, id: diva2:790610
Tillgänglig från: 2015-02-25 Skapad: 2015-02-25 Senast uppdaterad: 2017-12-04Bibliografiskt granskad

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Hartmann, Benjamin J.

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