Upskilling Communication and Self-Production: How to Communicate the Value of Cocreated Innovation?
Although much research have focused on how consumers derive value from engaging in self-production, less focus has been given to how such offerings can be communicated to consumers. We posit that messages focuses on upskilling or ways in which engaging in self-production can improve consumers’ skills, increases adoption of such products.
Citation:
Ajmal Hafeez and Marit Engeset (2020) ,"Upskilling Communication and Self-Production: How to Communicate the Value of Cocreated Innovation?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1197-1197.
Authors
Ajmal Hafeez, University of South-Eastern Norway
Marit Engeset, University of Southeast Norway
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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