From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication

Fueled by the sociocultural shift from firm-controlled to consumer-contributed media, the researchers explore the idea of adapting a co-production 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.

[1]  Stephen L. Vargo,et al.  Service-dominant logic: continuing the evolution , 2008 .

[2]  Ryan T. Howell,et al.  A validation of well-being and happiness surveys for administration via the Internet , 2010, Behavior research methods.

[3]  Alladi Venkatesh,et al.  Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues , 2010 .

[4]  Esther Swilley.  Technology rejection: the case of the wallet phone , 2010 .

[5]  Jung-ki Lee,et al.  Effects of personal control on adoption of self‐service technology innovations , 2002 .

[6]  B. Kahn,et al.  Variety for sale: Mass customization or mass confusion? , 1998 .

[7]  P. Bentler,et al.  Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives , 1999 .

[8]  Scott E. Sampson,et al.  Foundations and Implications of a Proposed Unified Services Theory , 2006 .

[9]  A. Tversky,et al.  Prospect theory: an analysis of decision under risk — Source link , 2007 .

[10]  Rajendra K. Srivastava,et al.  Coupon Attractiveness and Coupon Proneness: A Framework for Modeling Coupon Redemption , 1997 .

[11]  A. Rangaswamy,et al.  The Impact of New Media on Customer Relationships , 2010 .

[12]  Subrata Biswas,et al.  The Future of Competition: Co-Creating Unique Value with Customers , 2004 .

[13]  Stephen L. Vargo,et al.  Evolving to a New Dominant Logic for Marketing , 2004 .

[14]  Sang Joon Kim,et al.  A Mathematical Theory of Communication , 2006 .

[15]  Scott B. MacKenzie,et al.  The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations: , 1986 .

[16]  Kristopher J Preacher,et al.  Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models , 2008, Behavior research methods.

[17]  Glenn B. Voss,et al.  Enough Is Enough! The Fine Line in Executing Multichannel Relational Communication , 2011 .

[18]  E. Shih,et al.  Co-production and customer loyalty in financial services , 2007 .

[19]  J. Steenkamp,et al.  How Country Characteristics Affect the Perceived Value of Web Sites , 2006 .

[20]  Jagdish N. Sheth,et al.  Does Marketing Need Reform?: Fresh Perspectives on the Future , 2006 .

[21]  Terence A. Shimp,et al.  The Theory of Reasoned Action Applied to Coupon Usage , 1984 .

[22]  M. Lindell,et al.  Accounting for common method variance in cross-sectional research designs. , 2001, The Journal of applied psychology.

[23]  H. Innis.  The Newspaper in Economic Development , 1942, The Journal of Economic History.

[24]  R. Bagozzi.  Structural Equation Models in Experimental Research , 1977 .

[25]  Scot Burton,et al.  Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective , 1990 .

[26]  Robert W. Shoemaker,et al.  The Effects of a Direct Mail Coupon on Brand Choice Behavior , 1987 .

[27]  Roland T. Rust,et al.  The Death of Advertising , 1994 .

[28]  J. Mathieu,et al.  Influences of Individual and Situational Characteristics on Measures of Training Effectiveness , 1992 .

[29]  T. Russell,et al.  The effects of a direct-mail informational campaign on attitudes of industrial managers toward the mentally retarded population. , 2008, Journal of mental deficiency research.

[30]  Anthony D. Cox,et al.  Communicating the Consequences of Early Detection: The Role of Evidence and Framing , 2001 .

[31]  T. Kuhn,et al.  The Structure of Scientific Revolutions. , 1964 .

[32]  M.H.P. Kleijnen,et al.  Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons , 2008 .

[33]  Darrel D. Muehling,et al.  Attitude toward the Ad: A Review , 1993 .

[34]  A. Payne,et al.  Managing the co-creation of value , 2008 .

[35]  George W. Bohrnstedt,et al.  The Reliability of Products of Two Random Variables , 1978 .

[36]  Robert P. Leone,et al.  Psychological Implications of Customer Participation in Co-Production , 2003 .

[37]  Marika Lüders,et al.  Conceptualizing personal media , 2008, New Media Soc..

[38]  A. Tversky,et al.  Prospect theory: analysis of decision under risk , 1979 .

[39]  Sridhar Balasubramanian,et al.  Mobile Marketing: A Synthesis and Prognosis , 2009 .

[40]  Andrew J. Rohm,et al.  Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets , 2009 .

[41]  V. Kumar,et al.  Social coupons as a marketing strategy: a multifaceted perspective , 2012 .

[42]  Michael Etgar.  A descriptive model of the consumer co-production process , 2008 .

[43]  W. Dunlap,et al.  Testing Interaction Effects in LISREL: Examination and Illustration of Available Procedures , 2001 .

[44]  J. Wind,et al.  Customerization: The next revolution in mass customization , 2001 .

[45]  Nikhilesh Dholakia,et al.  Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing , 2006 .

[46]  M. Holbrook,et al.  Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising , 1987 .

[47]  Paul A. Pavlou,et al.  Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model , 2003, Int. J. Electron. Commer..

[48]  K. Bawa,et al.  Category-specific coupon proneness: The impact of individual characteristics and category-specific variables , 2005 .

[49]  C. Grönroos.  Adopting a service logic for marketing , 2006 .

[50]  J. Deighton,et al.  Interactivity's Unanticipated Consequences for Marketers and Marketing , 2009 .

[51]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[52]  Irvine Clarke,et al.  Emerging Value Propositions For M-Commerce , 1970, Journal of Business Strategies.

[53]  T. Kuhn.  The Structure of Scientific Revolutions 2nd edition , 1970 .

[54]  I. Ajzen.  The theory of planned behavior , 1991 .

[55]  D. A. Kenny,et al.  The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. , 1986, Journal of personality and social psychology.

[56]  R. Lutz.  Affective and cognitive antecedents of attitude toward the ad : A conceptual framework , 1985 .

[57]  Stephen L. Vargo,et al.  Service-Dominant Logic as a Foundation for Service Science: Clarifications , 2009 .

[58]  J. W. Taylor.  The role of risk in consumer behavior. , 1974 .

[59]  J. Jacoby,et al.  Consumer Behavior , 2024 .

[60]  Jan R. Landwehr,et al.  It's Got the Look: The Effect of Friendly and Aggressive “Facial” Expressions on Product Liking and Sales , 2011 .

[61]  Naresh K. Malhotra,et al.  Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research , 2006, Manag. Sci..

[62]  Banwari Mittal,et al.  An Integrated Framework for Relating Diverse Consumer Characteristics to Supermarket Coupon Redemption , 1994 .

[63]  Rudolf R. Sinkovics,et al.  Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria , 2012 .

[64]  Keith S. Coulter,et al.  Determinants of trust in a service provider: the moderating role of length of relationship , 2002 .

[65]  Scott B. MacKenzie,et al.  Opportunities for Improving Consumer Research through Latent Variable Structural Equation Modeling , 2001 .

[66]  Ronald E. Goldsmith,et al.  A services perspective for text message coupon customization , 2011 .

[67]  R. Staelin,et al.  A Model of Perceived Risk and Intended Risk-handling Activity , 1994 .

[68]  D. Fortin.  Clipping coupons in cyberspace: A proposed model of behavior for deal‐prone consumers , 2000 .

[69]  T. Duncan,et al.  A Communication-Based Marketing Model for Managing Relationships , 1998 .

[70]  John G. Lynch,et al.  Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis , 2010 .

[71]  K. Lancaster.  A New Approach to Consumer Theory , 1966, Journal of Political Economy.

[72]  Stephen L. Vargo,et al.  The Service-dominant Logic of Marketing: Dialog, Debate, and Directions , 2006 .

[73]  William A. Cunningham,et al.  COUPON REDEMPTION: A MOTIVATIONAL PERSPECTIVE , 1988 .

[74]  J. Brehm,et al.  Responses to Uncontrollable Outcomes: An Integration of Reactance Theory and the Learned Helplessness Model1 , 1975 .

[75]  S. Srinivasan,et al.  Examining the dimensionality of coupon proneness: a random coefficients approach , 2003 .

[76]  C. E. SHANNON,et al.  A mathematical theory of communication , 1948, MOCO.

[77]  P. Graham.  Political economy of communication: a critique , 2007 .

[78]  Patrick Barwise,et al.  Permission-based mobile advertising , 2002 .