Creative Consumers Cook Up Value in Conversations
Researchers praise consumer engagement through social platforms, but little research shows how engagement can result in value creation. We examine how consumers generate novel ideas in online conversations, and search for evidence of collective creativity. We answer the question of how online consumer conversations generate creativity, resulting in value co-creation.
Marie Taillard and Alkmini Gritzali (2013) ,"Creative Consumers Cook Up Value in Conversations", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 234-235.
Marie Taillard, ESCP Europe Business School, UK
Alkmini Gritzali, Cass Business School, UK
E - European Advances in Consumer Research Volume 10 | 2013
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