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 accessAbstract
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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“Mobile phones are personalized communication tools (Bacile et al., 2014) as the users keep this device within the arm's reach throughout the day and night.”
From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Bacile et al., 2014
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Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., et al. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102168 · Cited by 4,608
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Krishen, A. S., Dwivedi, Y. K., Bindu, N. V. M., & Kumar, K. S. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.03.061 · Cited by 297
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
- 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
- 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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