Online Content Creators’ and Viewers’ Interdependent Journeys
(2024) In Services Marketing Quarterly 45(3).- Abstract
- 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... (More)
- 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/7ba47cd8-6470-4d6e-b595-34163ce005e1
- author
- Hollebeek, Linda LU ; Anselmsson, Johan LU ; Adomaviciute- Sakalauske, Karina ; Krumm, Kristo ; Jansson, Johan ; Wait, Marius ; Ooi, Beewah and Lubbe, Isolde
- organization
- publishing date
- 2024-07-20
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Content creators, content viewers, content users, customer journey, stakeholder journey, engagement, content engagement, interdependence theory, interactivity
- in
- Services Marketing Quarterly
- volume
- 45
- issue
- 3
- publisher
- Taylor & Francis
- external identifiers
-
- scopus:85199095335
- ISSN
- 1533-2969
- DOI
- 10.1080/15332969.2024.2364128
- language
- English
- LU publication?
- yes
- id
- 7ba47cd8-6470-4d6e-b595-34163ce005e1
- date added to LUP
- 2024-08-15 12:59:49
- date last changed
- 2024-08-16 04:01:11
@article{7ba47cd8-6470-4d6e-b595-34163ce005e1, abstract = {{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.}}, author = {{Hollebeek, Linda and Anselmsson, Johan and Adomaviciute- Sakalauske, Karina and Krumm, Kristo and Jansson, Johan and Wait, Marius and Ooi, Beewah and Lubbe, Isolde}}, issn = {{1533-2969}}, keywords = {{Content creators; content viewers; content users; customer journey; stakeholder journey; engagement; content engagement; interdependence theory; interactivity}}, language = {{eng}}, month = {{07}}, number = {{3}}, publisher = {{Taylor & Francis}}, series = {{Services Marketing Quarterly}}, title = {{Online Content Creators’ and Viewers’ Interdependent Journeys}}, url = {{http://dx.doi.org/10.1080/15332969.2024.2364128}}, doi = {{10.1080/15332969.2024.2364128}}, volume = {{45}}, year = {{2024}}, }