The Phenomenon of Participating: From apart to win, to playing a part
2016 (English)In: Social Business, ISSN 2044-4087Article in journal (Refereed) In press
To better understand behavior in increasingly online social networks from a marketing perspective, we propose transcending the notion of market and so adopt an alternative participatory, communal conceptualization. This is centered on “performative participation” in co-creating value to improve the conditions of the social commons. The focus on participating highlights that more is going on than product-for-money exchange.
The discussion of the phenomenon of participating considers finite and infinite games, gifting, part-taking, and customer participation. The concept of creative economy is founded in the collaboration paradigm and suggests an economy of contribution that is not fully explained by monetized exchange between buyer and seller. Observable and familiar examples are identified, and we conclude with some implications for marketing practice that might motivate further scholarship.
Place, publisher, year, edition, pages
Westburn Publishers, 2016.
Collaborative production, distributed value co-creation, economy of contribution, creative commons, performative participation, online collaboration
Research subject Business Studies
IdentifiersURN: urn:nbn:se:uu:diva-275835OAI: oai:DiVA.org:uu-275835DiVA: diva2:901471