Abstract
Better together: Co-creating value in an online support group
Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference, p.821
Australian and New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era, 2016 (Christchurch, New Zealand, 05-Dec-2016–07-Dec-2016)
2016
Abstract
Investigating the impact of the technological transition of transformative services on consumers' well-being outcomes is critical from a Transformative Services Research perspective. The purpose of this research is to explore the value co-creation experiences of obese consumers in an online social support group. A netnographic study of an online social support group for a stigmatised group of consumers revealed online support groups provide consumers with more than just information on weight management. These online support groups give consumers the opportunity to co-create valuable experiences. Of the three consumption values co-created in the online social support, emotional value was consumer dominant, and social value and functional value were found to be both consumer and service dominant. Implications for theory and practice are discussed along with limitations and directions for future research.
Details
- Title
- Better together: Co-creating value in an online support group
- Authors
- Joy Parkinson (Author) - Griffith UniversityRory Mulcahy (Author) - University of the Sunshine Coast - Faculty of Arts, Business and LawLisa Schuster (Author) - Queensland University of TechnologyHeini Taiminen (Author) - University of Jyvaskyla, Finland
- Contributors
- David Fortin (Editor)Lucie K Ozanne (Editor)
- Publication details
- Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference, p.821
- Conference details
- Australian and New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era, 2016 (Christchurch, New Zealand, 05-Dec-2016–07-Dec-2016)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2016
- ISBN
- 9780473376604
- Copyright note
- Copyright © 2016 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450348902621
- Output Type
- Abstract
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