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Online Content Creators’ and Viewers’ Interdependent Journeys

Hollebeek, Linda LU ; Anselmsson, Johan LU ; Adomaviciute- Sakalauske, Karina ; Krumm, Kristo ; Jansson, Johan ; Wait, Marius ; Ooi, Beewah and Lubbe, Isolde (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)
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author
; ; ; ; ; ; and
organization
publishing date
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}},
}