网络志
品牌社群
共同创造
体验式学习
业务
营销
价值(数学)
客户参与度
背景(考古学)
类型学
广告
服务(商务)
品牌管理
品牌参与度
社会化媒体
社会学
计算机科学
教育学
古生物学
人类学
万维网
机器学习
生物
作者
Alexis Chapman,Athina Dilmperi
标识
DOI:10.1016/j.jbusres.2022.01.068
摘要
A constant challenge for luxury brands is identifying ways to add value to their offering, compensating for the high price charged. Previous research has highlighted that superior value is added when customers and brands collaborate by co-creating and introducing unique experiences to the offering. However, there is limited research on how brands and their customers co-create value in an online context. Online brand community engagement is central to this process. Drawing upon the service dominant logic and the luxury customer value framework, we conduct fifteen in-depth interviews with managers and fifty with customers of a luxury hotel brand, followed by a netnography of its online community. Τhis results in the development of a typology that supports online value co-creation. The results show that the pleasurable/experiential content provides the highest engagement. The study reinforces the benefit of using the experiential approach to build a successful content strategy within online luxury communities.
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