The usage of new media tools in prosumer activities – a corporate perspective

Bartosik‐Purgat, Małgorzata; Bednarz, Joanna

doi:10.1080/09537325.2020.1820475

Cited by 9 publications

(5 citation statements)

References 22 publications

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“…The popularization of social media and mobile technologies converged in a change in the sociocultural scenario (Maciaszczyk & Kocot, 2021;Ritzer & Jurgenson, 2010;Ritzer et al, 2012) that brought the participatory culture as a guideline for the way brands and organizations relate to their audiences and see the producer-consumer relationship (Daugherty et al, 2008;Delwiche & Henderson, 2013;Jenkins, 2009;Jurgenson, 2010;Wang, 2021). With the emergence of the Internet and, above all, with the advent of Web 2.0 technologies -which provided greater integration and user participation -, the change in the perspective of the consumption-production relationship has become more forceful and with greater space for consumer action, that have come into force at the heart of the process (Bartosik-Purgat, & Bednarz, 2021;Bhattacharyya et al, 2021;Ritzer & Jurgenson, 2010).…”

Section: Introductionmentioning

confidence: 99%

The Prosumer Faces: The representation of the productive consumer in the marketing literature

Santana

Leão

Henrique

et al. 2022

CBR

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Purpose: This research aims to analyze how the productive consumer is portrayed by scientific production in the Marketing area.Methods: A bibliographical research was carried out, and the data were extracted based on articles from the main journals in the Marketing area, according to the ranking developed by the Scimago Journal & Country Rank. From a qualitative research perspective, Interpretative Content Analysis was used in the study of the corpus, developing the codification and correlation of concepts exposed by the various authors.Findings: The study created a systematic review of what the authors treat, elaborate on, and reflect on the productive consumer in the scientific area of Marketing. The results discuss three theoretical fields of interpretation of the object of study: the purpose of the act of prosumption; the interaction established between consumers; and the relationship between consumers and companies.Originality: The article contributes to the field of Marketing as it develops a conceptual framework that demonstrates and interconnects academic approaches to productive consumers. In this way, the study contributes to a better understanding of the prosumer, elucidating the existence of identity relations and contributing to the promotion of new research that uses the characteristics presented or amplifies them.

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Section: Introductionmentioning

confidence: 99%

The Prosumer Faces: The representation of the productive consumer in the marketing literature

Santana

Leão

Henrique

et al. 2022

CBR

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“…The growth of the Internet and the digitisation of media and information channels are related to new media. The portrayal of new media has significantly changed due to the rapid development of digitisation (Bartosik-Purgat, 2019;Bartosik-Purgat & Bednarz, 2021). How information technology, data communication, and processing technologies are used as tools for manipulating, organising, transmitting, and storing digital data This means that there is a cultural shift occurring during the digitisation process toward the dematerialisation of information; for example, a physical book can be read only by holding it and turning the pages page by page.…”

Section: Introductionmentioning

confidence: 99%

The communication pattern in prosumption practices through free e-books at membacacepat.com

Wibowo

2022

Indonesian Journal of Communications Studies

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This study explored the occurrence of a free e-book titled Speed Reading for Beginners that can only be obtained by signing up for an email newsletter at MembacaCepat.com. Through Web 2.0, the Internet facilitated the emergence of a new culture centred on shifting consumer relationships in which individuals both consumed and produced the products they consumed. The purpose of this study is to carry out further research into the communication pattern regarding how the practices of production and consumption, also known as prosumption, occurred at the same agency via the web manager or web owner and e-book downloaders. This study employs virtual ethnography by interviewing informants and observing artefacts as data via the Internet. This study aims to utilise the circuit of culture as an analytic framework, similar to the consumption circuit outlined in continuing consumption practices. The findings indicate that the pattern of production and consumption can be mapped as a collaborative effort between website owners and visitors, with the Speed Reading for Beginners e-book catalysing increased visitor participation.

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Section: Introductionmentioning

confidence: 99%

“…To this end, it is essential to activate a process of two-way symmetrical communication. Thanks to their interactive nature, social media represents a valid tool to feed this process (Bartosik-Purgat and Bednarz, 2021;Surucu-Balci et al, 2020). Among the various social media, Twitter is one of the most used to target large audiences and communities (Wright and Hinson, 2014;Xiong et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Were we prepared to face a pandemic? Exploring companies' CSR disclosure on social media before COVID-19 outbreak

Iazzi

Ligorio

Iaia

2022

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PurposeA model on the cognitive elements of engagement is adopted and content analysis, along with sentiment analysis, has been used to explore the post characteristics and the levels of stakeholders' interactions in controversial and non-controversial European industries through three Poisson regressions. At last, an ANOVA test has been used to check the level of interaction regarding the coronavirus disease 2019 (COVID-19)-related aspects.Design/methodology/approachThe intrinsic characteristics of controversial industries cause the stakeholders’ skepticism about their corporate social responsibility (CSR) strategies. This results in the need to elaborate proper involvement strategies to approach industries' stakeholders. Such need has assumed relevance during the COVID-19 crisis and has traced a certain border between the companies that are more sensitive to the social side of the surrounding environment and the ones that are less involved in risky sectors. The present paper aims to understand the role of social media in stakeholder engagement, and social media's characteristics, and tries to elaborate on companies' CSR communication readiness to the challenges shown by the pandemic.FindingsThe study reveals how the success of stakeholder engagement in CSR communication is affected by both controversial sector membership and the characteristics of the posts such as the inclusion of the sustainable development goals (SDGs). In addition, the study emerges how the European companies have focused on social aspects in companies' communication, revealing a certain readiness for the COVID-19 challenges.Practical implicationsBuilding on a model of cognitive elements of engagement, the present study provides useful insights for companies' next engagement strategies on social media. Moreover, the thematic analysis provides a benchmark for the improvement of current corporations' communication strategies in light of the pandemic effects.Originality/valueThis paper contributes to the literature by investigating the role of Twitter as a stakeholder engagement tool and identifies the drivers for an effective Twitter content strategy. Moreover, the paper provides a useful proxy for current and future research on the COVID-19-related CSR communication.

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The usage of new media tools in prosumer activities – a corporate perspective

Cited by 9 publications

References 22 publications

The Prosumer Faces: The representation of the productive consumer in the marketing literature

The Prosumer Faces: The representation of the productive consumer in the marketing literature

The communication pattern in prosumption practices through free e-books at membacacepat.com

Were we prepared to face a pandemic? Exploring companies' CSR disclosure on social media before COVID-19 outbreak

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