Demystifying consumer digital cocreated value: social presence theory-informed framework and propositions

Hollebeek, L. D., Clark, M. K. ORCID: https://orcid.org/0000-0002-7123-4248 and Macky, K. (2021) Demystifying consumer digital cocreated value: social presence theory-informed framework and propositions. Recherche et Applications en Marketing (English Edition), 36 (4). pp. 24-42. ISSN 2051-5707 doi: 10.1177/2051570720961986

Abstract/Summary

While cocreation research proliferates, existing studies fail to isolate its manifestation through digital (vs. non-digital) platforms. Moreover, extant research predominantly explores the cocreation process (vs. its outcome of cocreated value), which therefore merits further scrutiny, particularly in the digital context. Based on these gaps, we explore consumer digital cocreated value (CDCV), which reflects the consumer-perceived value that arises by interacting, collaborating, or communicating with or through digital platforms (touch-points). We classify digital platforms as (i) human-to-human platforms (H2HPs; e.g. social media), and (ii) human-to-machine platforms (H2MPs), which comprise the sub-types of (a) robotic process automation-based platforms (e.g. call centers), and (b) machine/deep learning-based platforms (e.g. service robots). We next compose a social presence theory-informed framework that explores the effect of perceived platform intimacy and immediacy on CDCV for our proposed platforms. We formalize the framework’s associations by developing a set of Propositions, and conclude by discussing important implications that arise from this research.

Item Type	Article
URI	https://reading-pure-test.eprints-hosting.org/id/eprint/95459
Identification Number/DOI	10.1177/2051570720961986
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
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