Euro J Mar
Introduction
European Journal of Marketing, 56(10)
POSTING TYPE: TOCs
Special issue: Understanding prosumer behaviour in the platform ecosystem
Guest editors: Cheng Lu Wang, Dorothy Yen
Guest editorial: Understanding prosumer behavior in the platform ecosystem
—Cheng Lu Wang, Dorothy Ai-wan Yen []
Customer brand engagement and co-production: an examination of key boundary conditions in the sharing economy
—Riza Casidy, Civilai Leckie, Munyaradzi Wellington Nyadzayo, Lester W. Johnson []
The effects of online reviews on the popularity of user-generated design ideas within the Lego community
—Hao Zhang, Qingyue Lin, Chenyue Qi, Xiaoning Liang []
Prosumption through advergames: leveraging on advergame format and reward elements to create a sacred brand
—Juhi Gahlot Sarkar, Abhigyan Sarkar, Sreejesh S. []
Understanding the role of influencers on live streaming platforms: when tipping makes the difference
—Liying Zhou, Fei Jin, Banggang Wu, Xiaodong Wang, Valerie Lynette Wang, Zhi Chen []
Review platforms as prosumer communities: theory, practices and implications
—Haksin Chan, Kevin J. Zeng, Morgan X. Yang []
Role transitions at the prosumer level: spillover effects in the collaborative economy from an interactive marketing perspective
—Myriam Ertz, Émilie Boily, Shouheng Sun, Emine Sarigöllü []
The impact of the number of participants and platform transparency on prosumers’ creative performance
—Fue Zeng, Yining Song, Yiping Amy Song, Siqing Zuo, Jinjun Yu []
Dynamic brand positioning: a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world
—Jiaxun He, Fan Zhang []
Career-washing? Unpacking employer brand promises on social media platforms
—Julia Marcet Alonso, Elizabeth Parsons, Daniela Pirani []