The Sphere of Prosumerism: The Study of Customer Participation and Citizenship Behavior as Brand Value Co-Creation from Double-edged Sword Perspectives

• Main Authors: Yulia, 黎秀玲
• Other Authors: Chih, Wen-Hai
• Format: Others
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/58988965661238031229

碩士 === 國立東華大學 === 國際企業學系 === 104 === Nowadays, customers are not passive customers anymore. They have been actively engaged in virtual communities, such as exchanging information, suggesting others about products, brands, services or any information. They even active in commenting on products, brands, or services. This will guide firms and other customers to new variety ideas of products, brands, and services, which is also suitable with customers' needs. It is interpreted that there is transformation shift for customers' role. They have turned to“Proactive Consumer". They become value co-partner for firms and others in the entire service-value chain. As a consequence, many brands or firms try to fortify their relationship with customers by investing more in online brand community.