I Get By With a Little Help From My Friends: Consumer Creativity in Virtual Communities

This netnographic research explores consumer creativity within social networks in Facebook and Second Life. We seek to extend the current understanding of consumer creativity beyond the problem-solving, individual-centric definition predominant in consumer research, as we demonstrate that creativity is as much a cultural and social as it is a psychological event (Csikszentmihalyi 2006). Creativity in such sites is an ongoing and collaborative process and we seek to establish how creativity is defined in such sites, what prompts consumer creativity in these sites, what potential outcomes does this altered conceptualization of creativity offer, and what value do these creative consumers offer to managers and marketing professionals.

Citation:

Aron Darmody and Eric P. H. Li (2009) ,"I Get By With a Little Help From My Friends: Consumer Creativity in Virtual Communities", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 20-26.