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When customers create the ad and sell it – a value network approach
Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
2013 (English)In: Journal of Global Academy of Marketing Science, ISSN 1229-7119, Vol. 23, no 2, 127-143 p.Article in journal (Refereed) Published
Abstract [en]

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 bloggers in Sweden was conducted during 2009. This study revealed that these fashion bloggers are part of an emergent value network and have realised the value that they co-create for brands using various forms of vigilante marketing. The findings presented in this paper challenge the notion of vigilante marketing as an independent and unpaid activity, illustrating how a value network approach can facilitate the study of the borderlands emerging between consumers and producers.

Place, publisher, year, edition, pages
2013. Vol. 23, no 2, 127-143 p.
Keyword [en]
a value network approach, vigilante marketer, ICT, social media, blogger
National Category
Business Administration
URN: urn:nbn:se:hj:diva-32173DOI: 10.1080/21639159.2013.763487OAI: diva2:1043787
Available from: 2016-11-01 Created: 2016-11-01 Last updated: 2016-11-01Bibliographically approved
In thesis
1. Commercialising social media: a study of fashion (blogo)spheres
Open this publication in new window or tab >>Commercialising social media: a study of fashion (blogo)spheres
2014 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

A common characteristic of the theoretical developments within the field of social media marketing is that activities to which consumers devote themselves in social media settings shift power from firms to consumers. Extant literature has therefore analysed the practices of consumers within social media and their potential implications for marketing. The current state of social media, however, suggests that these settings are undergoing a process of transformation. Although social media were initially characterised as non-commercial in nature, firms have started to manage interactions within these digital landscapes. From initially being characterised by its social base, this development implies that social media have become increasingly commercialised.

The aim of this dissertation is to expand the literature on social media by describing the process through which they evolve from their initially social character to a commercial utility. More specifically, it seeks to develop a conceptual framework that captures the role of marketing processes that lead to the commercialisation of these spheres. This is done mainly through a netnographic study of the Swedish fashion blogosphere in order to explain how and why consumers and professionals interact, organise, create and appropriate commercial values in the fashion blogosphere.

Drawing on theory of spheres, this dissertation proposes a sphereological understanding of social media that expands the role of marketing. It is suggested that social media may be understood as a collection of micro-spheres that, together, comprise a densely connected foam of spatiality and place. In these spheres, consumers, together with commercial actors, take part in practices that become increasingly commercial. In that sense, marketing takes the roles of navigating social media in search of symbolic meanings of value, and of affecting, negotiating and redefining atmospheres of places in the social media landscape.

Place, publisher, year, edition, pages
Stockholm: School of Business, Stockholm University, 2014. 81 p.
social media, commercialisation, marketing, fashion, blogs, spheres
National Category
Business Administration
Research subject
Business Administration
urn:nbn:se:hj:diva-32160 (URN)978-91-7447-769-6 (ISBN)
Public defence
2014-02-13, Gröjersalen, hus 3, Kräftriket, 10:00 (English)

At the time of the doctoral defense the following paper was unpublished and had the status as follows. Paper 2: Accepted.

Available from: 2016-11-01 Created: 2016-10-31 Last updated: 2016-11-01Bibliographically approved

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