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Bridging and transcending co-creation and engagement

Bridging and transcending co-creation and engagement

Co-creation is a transcending perspective of marketing, an umbrella term recognising the contemporary evaluation of value creation. It requires bridging concepts such as engagement, to bring relevance to inform marketing/market practices. Through the development and exploration of midrange theory that underpins co-creation, it enables a more prescriptive understanding reflective of business practice and conducive to empirical evaluation, which ultimately enables the meta-theoretic perspective to move forward. This ebook includes nine papers providing conceptual and empirical insights to inform practice in various conventional and contemporary contexts, such as education, social media, CSR, online brand communities, and within the sharing economy. Our ebook extends the dialogue on who co-creates value with whom; further exploring the concepts of engagement and co-creation among a network of actors, their interaction, resource integration, and the essence and mechanisms of engagement platforms.

Customer engagement in CSR: a utility theory model with moderating variables,Customer engagement with a service provider and context: an empirical examination,Dynamic multi-actor engagement in networks: the case of United Breaks Guitars,Engagement platforms in the sharing economy: conceptual foundations and research directions,Engagement valence duality and spillover effects in online brand communities,Service-dominant orientation, dynamic capabilities and firm performance,Transcending and bridging co-creation and engagement: conceptual and empirical insights,Usage center – value cocreation in multi-actor usage processes,Using social media posts as resources for engaging in value co-creation: the case for social media-based cause brand communities,Value co-creation behaviour—role of embeddedness and outcome considerations

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