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2024 (English)In: Services Marketing Quarterly, ISSN 1533-2969, E-ISSN 1533-2977, Vol. 45, no 3, p. 296-318Article in journal (Refereed) Published
Abstract [en]
The creator economy features a pertinent, growing role of content creators and -viewers, revealing this service sub-sector’s rising economic, and strategic, contribution. In parallel, though the customer/stakeholder journey concepts are gaining traction, little is known about the interdependence characterizing online content creators’ and viewers’ (users’) engagement through their respective role-related journeys, as, therefore, explored further in this article. Building on prior literature, we argue that the unfolding of a content viewer’s journey with a creator’s content is fueled by the former’s engagement in their content-related interactions, in turn also impacting the content creator’s journey. To explore these issues, we adopt interdependence theory’s core interactional tenets (i.e., perceived interaction outcomes [i.e., costs/rewards], comparison level, and comparison level for alternatives) and theorize regarding their respective effect on viewers’ journey-based content engagement. We posit that viewers’ engagement also impacts the content creator’s journey, as summarized in a set of Propositions. Overall, the Propositions illustrate how interdependence theory-informed interactional tenets affect content viewers’ and creators’ interdependent role-related journeys, offering novel insight.
Place, publisher, year, edition, pages
Routledge, 2024
Keywords
Content creators, content engagement, content users, content viewers, customer journey, engagement, interactivity, interdependence theory, stakeholder journey
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-228088 (URN)10.1080/15332969.2024.2364128 (DOI)001273281200001 ()2-s2.0-85199095335 (Scopus ID)
2024-07-292024-07-292024-08-05Bibliographically approved