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From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication

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Bacile, Todd J., Ye, Christine, Swilley, Esther·2014·Journal of Interactive Marketing

DOI 10.1016/j.intmar.2013.12.001

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Abstract

Fueled by the sociocultural shift from firm-controlled to consumer-contributed media, the researchers explore the idea of adapting a co-production strategy from service marketing to marketing communication sent to personal media. Eleven field experiments with firms, along with a structural model tested on survey data, provide empirical evidence supporting a co-production approach applied as a communication strategy in the context of a text message mobile coupon marketing campaign. The results demonstrate a co-produced direct marketing communication strategy that increases attitude toward the communication, purchase intent, and purchase activity, while also acting as a risk-reducing mechanism. Furthermore, perceived customization of the communication interacts strongly with risk perception and marginally with coupon proneness as related to attitude toward the communication when marketers enter the world of consumers’ personal media. A push versus pull framework and a co-produced communication framework are put forth to suggest various areas marketers can make available for consumers to co-produce in a marketing communication exchange.

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Authors: Bacile, T. J., Ye, C., & Swilley, E.
Affiliations: Loyola University New Orleans (US)
Westminster University (US)
Kansas State University (US)
Corresponding author: Bacile, Todd J.
Ye, Christine
Swilley, Esther
ORCID: Bacile, Todd J.
Venue: Journal of Interactive Marketing
Publisher: SAGE Publications
Published: 2014-05
Volume: 28
Issue: 2
Pages: 117-133
ISSN: 1094-9968 (ISSN-L)
1520-6653
DOI: 10.1016/j.intmar.2013.12.001
OpenAlex: W2085167041
Cited by: 149
References: 82
Citations by year: 2026: 2 · 2025: 3 · 2024: 13 · 2023: 8 · 2022: 13 · 2021: 14 · 2020: 18 · 2019: 16 · 2018: 14 · 2017: 20 · 2016: 13 · 2015: 12 · 2014: 2
FWCI: 51.03
Type: journal article
Language: en
Open access: green
hdl.handle.net
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Interactive Marketing (publishedVersion)
K-State Research Exchange (Kansas State University) (submittedVersion)
RePEc: Research Papers in Economics (submittedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Social Sciences › Communication › Literature, Culture, and Aesthetics
Keywords: personal media, marketing communication, mobile coupons, direct marketing, service co-production, risk perception, purchase intention, consumer-generated media

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From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication

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