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Porträtt av Johan Anselmsson. Foto.

Johan Anselmsson

Professor, Biträdande prefekt Entreprenörskap och Marknadsföring, Företagsekonomiska institutionen

Porträtt av Johan Anselmsson. Foto.

Online Content Creators’ and Viewers’ Interdependent Journeys

Författare

  • Linda Hollebeek
  • Johan Anselmsson
  • Karina Adomaviciute- Sakalauske
  • Kristo Krumm
  • Johan Jansson
  • Marius Wait
  • Beewah Ooi
  • Isolde Lubbe

Summary, in English

The creator economy features a pertinent, growing role of content creators and -viewers, revealing this service sub-sector’s rising economic, and strategic, contribution. In parallel, though the customer/stakeholder journey concepts are gaining traction, little is known about the interdependence characterizing online content creators’ and viewers’ (users’) engagement through their respective role-related journeys, as, therefore, explored further in this article. Building on prior literature, we argue that the unfolding of a content viewer’s journey with a creator’s content is fueled by the former’s engagement in their content-related interactions, in turn also impacting the content creator’s journey. To explore these issues, we adopt interdependence theory’s core interactional tenets (i.e., perceived interaction outcomes [i.e., costs/rewards], comparison level, and comparison level for alternatives) and theorize regarding their respective effect on viewers’ journey-based content engagement. We posit that viewers’ engagement also impacts the content creator’s journey, as summarized in a set of Propositions. Overall, the Propositions illustrate how interdependence theory-informed interactional tenets affect content viewers’ and creators’ interdependent role-related journeys, offering novel insight.

Avdelning/ar

  • Marknadsföring
  • Centre for Retail Research at Lund University

Publiceringsår

2024-07-20

Språk

Engelska

Sidor

296-318

Publikation/Tidskrift/Serie

Services Marketing Quarterly

Volym

45

Avvikelse

3

Dokumenttyp

Artikel i tidskrift

Förlag

Taylor & Francis

Ämne

  • Business Administration

Nyckelord

  • Content creators
  • content viewers
  • content users
  • customer journey
  • stakeholder journey
  • engagement
  • content engagement
  • interdependence theory
  • interactivity

Aktiv

Published

Projekt

  • Centre for Retail Research at Lund University

ISBN/ISSN/Övrigt

  • ISSN: 1533-2969