Co-creation of value in advertising : an interpretive study from the consumers ́ perspective
Year: 2010
Type: dissertation
Abstract: The purpose of this interpretive study was to investigate how consumers participate in co-creation of value in advertising and what the dimensions of value were. The motivation arose from the growing centrality of consumers as "production partners"; the growing centrality of advertising value; the growth of experiential and visual consumption; and the growth of social media. Advertising was conceived as experiential media products to be consumed. Empirical material consisted of consumer focus group discussions and interviews about advertising. The study involved 31 females. The empirical material was first categorized by qualitative content analysis following which it was analyzed using hermeneutical interpretation. The theoretical constructs of the consumer co-production model and aspects of consumer value provided the basis for interpretation. The consumers engaged in the co-production process in three different ways and experienced value in several ways. The first type was mixing, matching and blending in window-shopping, highlighting as value the females' sense of autonomy: a feeling of independence and freedom of choice and a feeling of being up-to-date. Second, the goal-oriented journey generated: a feeling of empowerment; learning experiences; an increase in consumers' cumulative product knowledge; and economic value. The third type was daydreaming and fantasizing that elicited feelings such as excitement, fun and pleasure as value. As the theoretical contribution a refined model of consumer co-production process in advertising is proposed. The model constitutes a new consumer-centred, hierarchy-free model of advertising. Value is the consumer's subjective experience based on the experience of co-creation itself and the consumer's customized meanings of advertising. The practical implications were also pro-posed.
Author: Heli Aaltonen
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2185109781