دانلود رایگان مقاله تولید مشترک مصرف کننده از ارتباطات بازاریابی رسانه شخصی

Abstract

Fueled by the sociocultural shift from firm-controlled to consumer-contributed media, the researchers explore the idea of adapting a coproduction strategy from service marketing to marketing communication sent to personal media. Eleven field experiments with firms, along with a structural model tested on survey data, provide empirical evidence supporting a co-production approach applied as a communication strategy in the context of a text message mobile coupon marketing campaign. The results demonstrate a co-produced direct marketing communication strategy that increases attitude toward the communication, purchase intent, and purchase activity, while also acting as a risk-reducing mechanism. Furthermore, perceived customization of the communication interacts strongly with risk perception and marginally with coupon proneness as related to attitude toward the communication when marketers enter the world of consumers' personal media. A push versus pull framework and a co-produced communication framework are put forth to suggest various areas marketers can make available for consumers to co-produce in a marketing communication exchange.

Limitations and Future Research

One limitation is delivery time and it was the only co-produced attribute of the communication process examined in both studies. It's possible to co-produce other characteristics as depicted in Fig. 3's framework. Attractiveness of a promotional communication varies on a number of different characteristics of a communication, suggesting that future research can examine additional characteristics and perhaps compare the weighted importance. In particular, it would be interesting to compare co-produced discount offers with different face value amounts.Study 1's restaurants had a high response rate, in part, due to subjects' co-producing a characteristic aligning well with the product offering. Despite the results, some firms or products would not benefit from customizing the timing of a communication. For example, consumers may know when they prefer to eat at a restaurant more so than when they prefer to visit a hardware store. However, the results from Study 1 point to the idea of what such a strategy offers to firms if co-producing marketing communication aligns well with a product offering.