Understanding Co-Creation Through a Playbour Lens

We examine consumer-firm relationships in an online co-creation platform through the lens of “playbour”. Through this lens, we draw into question the dichotomous relationship between play and labour, suggesting that the two can co-exist in a way that makes co-creation relationships beneficial to both consumers and firms.


Annetta Grant and Peter A. Dacin (2019) ,"Understanding Co-Creation Through a Playbour Lens", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 297-303.


Annetta Grant, Bucknell University, USA
Peter A. Dacin, Queens University, Canada


NA - Advances in Consumer Research Volume 47 | 2019

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