Consumers' response to other consumers' participation in new product development

Liljedal, Karina T.; Dahlén, Micael

doi:10.1080/13527266.2014.995205

Cited by 14 publications

(23 citation statements)

References 43 publications

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“…San Carlo chips, in Italy, involved consumers in the development of a new taste for their chips. McDonald's launched in Germany, UK and Swiss a co‐creation project ‘My Burger’ in which consumers were invited to create their own burger (Lis & Horst, ; Liljedal & Dahlén, ). The winner burgers were then offered inside McDonald's restaurants.…”

Section: Methodsmentioning

confidence: 99%

Investigating social motivations, opportunity and ability to participate in communities of virtual co‐creation

Bettiga

Lamberti

Noci

2017

Int J Consumer Studies

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Communities of virtual co-creation are emerging as a new form of consumer engagement, where through a collaborative and interactive process, ideas and knowledge from consumer are applied differently to create new value for the consumers themselves, the company and all stakeholders.The aim of this paper is to explore the drivers, namely motivation, opportunity and ability, of consumer willingness to participate in communities of virtual co-creation. The role of social motivations, that is, altruism and social reputation, particularly relevant inside online communities, is investigated. Data were collected through an online survey on 180 consumers from diverse nationalities. The unit of analysis was a virtual co-creation activity for food products. Findings show that consumer motivation and ability have a relevant influence on willingness to participate in cocreation projects, while opportunity has not. In particular, ability showed to be the most relevant factor, suggesting that virtual co-creation initiatives should be properly designed to facilitate the engagement of consumers. Further, results indicate that consumers' motivations are driven by both altruism and social reputation, where altruism plays a greater role. This confirms that social relations are key motivational drivers in virtual communities, where value is created through interaction with like-minded people, exchange of information and experiences, provision of support.

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Section: Methodsmentioning

confidence: 99%

Investigating social motivations, opportunity and ability to participate in communities of virtual co‐creation

Bettiga

Lamberti

Noci

2017

Int J Consumer Studies

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“…With the evolution of marketing concept, the subject of consumer behavior has been well discussed in various texts (Georgescu-Roegen, 1936;Armstrong, 1950;de Janvry and Bieri, 1968;Thumin, 1968;Val'Tukh, 1975;Milley, 1987;Freiden and Takacs, 1996;Mowat and Collins, 2000;Wilk, 2010;Escalas and Bettman, 2017;Liljedal and Dahl en, 2018;Songa and Russo, 2018;Otnes and Maclaran, 2018). The researchers in consumer behavior have either used quantitative research methods (Spandagos and Ng, 2018) or qualitative research methods (Hosseini and Ghalamkari, 2018).…”

Section: Qualitative Consumer Research and Netnographymentioning

confidence: 99%

Investigation of customer churn insights and intelligence from social media: a netnographic research

Bhattacharyya

Dash

2020

OIR

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PurposeThe purpose of this paper is to investigate the distinct reasons and more common reasons that reduce customer satisfaction and are antecedents to customer churn behavior in the telecommunication industry.Design/methodology/approachThe study adopted the netnography approach to investigate churn behavior by utilizing online user-generated content in qualified social media communities.FindingsThe investigation revealed that “data speed issue”, “ineffective relationship building”, “service area coverage issues” and “billing issues” are some of the most important attributes that influence a consumers' decision to churn. Further, the churn consequence influencers model summarizes the attributes that contribute to overall dissatisfaction and finally results in churn behavior. The study found out the application of the netnography approach in a quantitatively dominant research area and stands out with its insights from a rich qualitative data.Practical implicationsProper clarification of customer expectations and pain points can help reduce customer churn. The study will serve as the basis for developing future churn prediction models that will contribute to the informed decision-making process.Originality/valueContributing to research on customer churn behavior, the study offers a novel attempt to study customer satisfaction and customer churn behavior jointly. The paper is the first attempt that contributes to the extant literature by adopting the unique qualitative approach to understand the reasons for telecommunication churn behavior in the emerging Indian market. Another contribution of this research is that the paper shifts the focus of the electronic word-of-mouth (eWOM) literature to the telecommunications industry, thus adding another block to ongoing research in eWOM communication.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/ OIR-02-2020-0048

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“…In advertising, perceived uniqueness refers to "the extent to which consumers perceive the product in the advertisement as different from others" [25]. Consumers constantly seek distinctive styles and designs in clothing because of their desire for uniqueness [26].…”

Section: Uniquenessmentioning

confidence: 99%

Doing Good Better: Impure Altruism in Green Apparel Advertising

Song

Kim

2019

Sustainability

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In this study, we identify impure altruism as a duality of altruistic and egoistic warmth. We examine how these feelings motivate consumers to buy green apparel in response to advertisements. We test the effectiveness of the message orientation and its interactivity with a beneficiary and propose modeling impure altruism as the reason why consumers purchase green apparel. The study uses a quasi-experiment to estimate a comparison effect among advertising stimuli. We conduct an online survey among US consumers that garnered 586 responses for the main data analysis. The results indicate that egocentric appeals increase perceived uniqueness and that human beneficiary appeals lead to higher communal harmony. The findings show that communal harmony and global wellbeing prompt altruistic warmth and that uniqueness and product quality encourage egoistic warmth. Notably, altruistic warmth contributes to egoistic warmth, which indicates the existence of impurely altruistic consumers. Both altruistic and egoistic warmth lead to the intention of purchasing green apparel. We recommend "feel-good" marketing strategies to publicize the benefits of a sustainable lifestyle. The study contributes to the theoretical development of sustainability and can serve as an extension of a discrete model of altruism and egoism on consumers' sustainable behavior.

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Consumers' response to other consumers' participation in new product development

Cited by 14 publications

References 43 publications

Investigating social motivations, opportunity and ability to participate in communities of virtual co‐creation

Investigating social motivations, opportunity and ability to participate in communities of virtual co‐creation

Investigation of customer churn insights and intelligence from social media: a netnographic research

Doing Good Better: Impure Altruism in Green Apparel Advertising

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