“You Guys Have Been Along Long Enough to Know”: the Collective Development of Consumer Co-Creation Knowledge in Social Media

Daiane Scaraboto, York University, Canada
Robert Kozinets, York University, Canada
Studying the geocaching community, we investigate consumers’ collective development of co-creation knowledge in social media. Our study offers insights into how consumers develop strategies to negotiate co-created value with marketers.
[ to cite ]:
Daiane Scaraboto and Robert Kozinets (2011) ,"“You Guys Have Been Along Long Enough to Know”: the Collective Development of Consumer Co-Creation Knowledge in Social Media", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 168-169.