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Cited by 543

The DOI matches its Crossref record; 55 of the 55 references it cites were found in a registry or an index.

The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing

Kozinets, Robert V., Hemetsberger, Andrea, Schau, Hope Jensen·2008·Journal of Macromarketing
DOI 10.1177/0276146708325382
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Abstract

Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer innovation. Extending past theories of informationalism, we follow this macro-social paradigm shift into grassroots regions that have irrevocable impacts on business and society. Business and society need categories and procedures to guide their interactions with this powerful and growing phenomenon. We classify and describe four types of online creative consumer communities—Crowds, Hives, Mobs, and Swarms. Collective innovation is produced both as an aggregated byproduct of everyday information consumption and as a result of the efforts of talented and motivated groups of innovative e-tribes.

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Metadata

Authors
Kozinets, R. V., Hemetsberger, A., & Schau, H. J.
Venue
Journal of Macromarketing
Publisher
SAGE Publications
Published
2008-12
Volume
28
Issue
4
Pages
339-354
ISSN
  • 0276-1467 (ISSN-L)
  • 1552-6534
DOI
10.1177/0276146708325382
OpenAlex
W2149741875
Cited by
543
References
55
FWCI
77.82
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing. https://app.cochat.ai/papers/10.1177/0276146708325382
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Kozinets, R. V., Hemetsberger, A., & Schau, H. J. (2008). The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing. Journal of Macromarketing. https://doi.org/10.1177/0276146708325382

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.