Following the digital revolution, the traditional divide between value creation, R&D, production and advertising - and value distribution and consumption - sales, use and post-use - is blurring. Individuals and companies are called to exchange multiple inputs and outputs before, during and after sale. The new contemporarity of value processes is gradually leading to a new convergence among parties. Companies are enabled to promote, intermediate and intercept the customers conversation; individuals are committed to the new social game and keeping companies under non- contractual observation. This study researches the effects of e-WOM (Electronic-Word of Mouth) of individuals through a netnography on 20 worldwide crowd-sourcing platforms. Findings demonstrate that the new overlapping of dialogue and sale can generate a positive loop between companies and individuals responsibility and reduce the distance between market and society.

Co-Advertising, E-Wom and Social Responsibility / Pellegrini, Davide; DE CANIO, Francesca. - In: INTERNATIONAL JOURNAL OF ECONOMIC BEHAVIOR. - ISSN 2285-0430. - 6:1(2016), pp. 41-58.

Co-Advertising, E-Wom and Social Responsibility

De Canio Francesca
2016

Abstract

Following the digital revolution, the traditional divide between value creation, R&D, production and advertising - and value distribution and consumption - sales, use and post-use - is blurring. Individuals and companies are called to exchange multiple inputs and outputs before, during and after sale. The new contemporarity of value processes is gradually leading to a new convergence among parties. Companies are enabled to promote, intermediate and intercept the customers conversation; individuals are committed to the new social game and keeping companies under non- contractual observation. This study researches the effects of e-WOM (Electronic-Word of Mouth) of individuals through a netnography on 20 worldwide crowd-sourcing platforms. Findings demonstrate that the new overlapping of dialogue and sale can generate a positive loop between companies and individuals responsibility and reduce the distance between market and society.
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1
41
58
Co-Advertising, E-Wom and Social Responsibility / Pellegrini, Davide; DE CANIO, Francesca. - In: INTERNATIONAL JOURNAL OF ECONOMIC BEHAVIOR. - ISSN 2285-0430. - 6:1(2016), pp. 41-58.
Pellegrini, Davide; DE CANIO, Francesca
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11380/1177040
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