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Cited by 149Digital Marketing and Social MediaMarketing and Advertising StrategiesLiterature, Culture, and Aesthetics

The DOI matches its Crossref record; 82 of the 82 references it cites were found in a registry or an index.

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

Open access
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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Research works printed but not linked: 9

  1. Bateson J.E.G., 1985, Journal of Retailing, 61, 49
  2. Brehm Jack W. Responses to Loss of Freedom: A Theory of Psychological Reactance 1972 General Learning Press Morristown, NJ
  3. Duncan Tom, 2006, The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, 236
  4. Lutz Richard J., 1985, Psychological Processes and Advertising Effects: Theory, Research and Application, 45
  5. 10.1177/002224378602300205 · DOI
  6. Neslin Scott A., 1987, Journal of Advertising Research, 27, 23
  7. Pavlou Paul A., 2003, International Journal of Electronic Commerce, 7, 69
  8. 10.1177/002224297403800211 · DOI
  9. Zaltman Gerald, Wallendorf Melanie Consumer behavior 1983 Wiley New York

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Metadata

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
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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