European Journal of Marketing: Volume 56 Issue 10

Guest editorial: Understanding prosumer behavior in the platform ecosystem

Cheng Lu Wang, Dorothy Ai-wan Yen

Customer brand engagement and co-production: an examination of key boundary conditions in the sharing economy

Riza Casidy, Civilai Leckie, Munyaradzi Wellington Nyadzayo, Lester W. Johnson

Digital platforms have transformed how brands engage with collaborative consumption actors, such as prosumers. This study aims to examine the role of customer innovativeness and…

The effects of online reviews on the popularity of user-generated design ideas within the Lego community

Hao Zhang, Qingyue Lin, Chenyue Qi, Xiaoning Liang

This study aims to explore how online reviews and users’ social network centrality interact to influence idea popularity in open innovation communities (OICs).

Prosumption through advergames: leveraging on advergame format and reward elements to create a sacred brand

Juhi Gahlot Sarkar, Abhigyan Sarkar, Sreejesh S.

This study aims to examine how brands can leverage on advergames as an interactive marketing tool to foster prosumer culture and build a sacred brand. Drawing from game theory…

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

Liying Zhou, Fei Jin, Banggang Wu, Xiaodong Wang, Valerie Lynette Wang, Zhi Chen

This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and…

Review platforms as prosumer communities: theory, practices and implications

Haksin Chan, Kevin J. Zeng, Morgan X. Yang

This article aims to advance a new theoretical perspective on the basis of prosumption theory, namely, that online review platforms can be conceptualized as prosumer communities…

Role transitions at the prosumer level: spillover effects in the collaborative economy from an interactive marketing perspective

Myriam Ertz, Émilie Boily, Shouheng Sun, Emine Sarigöllü

The purpose of this study is to examine the process underlying how consumers shift roles from users to suppliers of goods or services in the collaborative economy (CE). It…

The impact of the number of participants and platform transparency on prosumers’ creative performance

Fue Zeng, Yining Song, Yiping Amy Song, Siqing Zuo, Jinjun Yu

Prosumers’ creative performance in a co-creation activity is greatly affected by the disclosure of activity information. Extant research has separately examined the impact of…

Dynamic brand positioning: a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world

Jiaxun He, Fan Zhang

This study aims to explore how cocreated brand meaning builds and affects dynamic brand positioning in a hyperconnected world.

Career-washing? Unpacking employer brand promises on social media platforms

Julia Marcet Alonso, Elizabeth Parsons, Daniela Pirani

This paper aims to explore how a global fashion retailer uses a social media platform to build an appeal via a process of online employer branding.