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How to inspire value-laden collaborative consumer-generated content

Author

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  • Muñiz Jr., Albert M.
  • Schau, Hope Jensen

Abstract

Marketing is evolving into true participatory conversations. Once-tidy, controlled marketing communications with distinct, identifiable corporate spokespeople are giving way to a messy tangle of market-based communications consisting of multiple authors including customers, competitors, observers, employees, and interested collectives. Amidst this, we find consumer-generated content (CGC) that is predominantly antithetical to previous studies, which assumed CGC to be inspired by personal brand attachment and/or the desire to see discrete-authored CGC disseminated, or even motivated by monetary reward. Authorship of collaboratively-produced CGC is virtually untraceable, unknown, and monetarily uncompensated. The true reward is the process, and the outcome is not reliant on technical prowess but rather semiotic manipulation, narrative manipulation, and complex brand character development. Consumers--especially those who are members of active consumer collectives--are skillful, proficient, and prolific in the creation of CGC, with high resonance among very engaged consumers. We advocate harnessing collaborative CGC efforts toward long-term marketing objectives, and offer a brief tutorial.

Suggested Citation

  • Muñiz Jr., Albert M. & Schau, Hope Jensen, 2011. "How to inspire value-laden collaborative consumer-generated content," Business Horizons, Elsevier, vol. 54(3), pages 209-217, May.
  • Handle: RePEc:eee:bushor:v:54:y:2011:i:3:p:209-217
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    References listed on IDEAS

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    1. Ritson, Mark & Elliott, Richard, 1999. " The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences," Journal of Consumer Research, Oxford University Press, vol. 26(3), pages 260-277, December.
    2. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, Oxford University Press, vol. 27(4), pages 412-432, March.
    3. Berthon, Pierre R. & Pitt, Leyland F. & McCarthy, Ian & Kates, Steven M., 2007. "When customers get clever: Managerial approaches to dealing with creative consumers," Business Horizons, Elsevier, vol. 50(1), pages 39-47.
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    Citations

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    Cited by:

    1. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    2. Halliday, Sue Vaux, 2016. "User-generated content about brands: Understanding its creators and consumers," Journal of Business Research, Elsevier, vol. 69(1), pages 137-144.
    3. repec:spr:amsrev:v:7:y:2017:i:3:d:10.1007_s13162-017-0105-8 is not listed on IDEAS
    4. Dellaert, B.G.C., 2018. "The Consumer Production Journey: Marketing to Consumers as Co-Producers in the Sharing Economy," ERIM Report Series Research in Management ERS-2018-001-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    5. repec:eee:joinma:v:26:y:2012:i:2:p:102-113 is not listed on IDEAS
    6. Scholz, Joachim & Smith, Andrew N., 2016. "Augmented reality: Designing immersive experiences that maximize consumer engagement," Business Horizons, Elsevier, vol. 59(2), pages 149-161.
    7. repec:gam:jsusta:v:10:y:2018:i:1:p:158-:d:126359 is not listed on IDEAS
    8. Agostino Vollero & Maria Palazzo, 2015. "Conceptualizing content marketing: a delphi approach," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2015(1), pages 25-44.

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