C2C relationships and the co-creation of value : A mixed method study of the streaming industry
Music- and video consumption has rapidly changed during the last years and a growing number of consumers use different streaming services which allow for greater interaction with other users than was previously possible. Meanwhile a growing focus within the scientific world has been placed on consum...
Main Authors: | , |
---|---|
Format: | Others |
Language: | English |
Published: |
Uppsala universitet, Företagsekonomiska institutionen
2021
|
Subjects: | |
Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-448376 |
id |
ndltd-UPSALLA1-oai-DiVA.org-uu-448376 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-UPSALLA1-oai-DiVA.org-uu-4483762021-07-07T05:24:36ZC2C relationships and the co-creation of value : A mixed method study of the streaming industryengSchwartz, PatrikTidelius, AxelUppsala universitet, Företagsekonomiska institutionen2021StreamingC2Cco-creationservice logicdigital interactionOBCmixed-methodBusiness AdministrationFöretagsekonomiMusic- and video consumption has rapidly changed during the last years and a growing number of consumers use different streaming services which allow for greater interaction with other users than was previously possible. Meanwhile a growing focus within the scientific world has been placed on consumers’ ability to co-create value with other users. A mixed method study was consequently conducted to investigate how streaming companies help consumers co-create value by facilitating customer-to-customer relationships. The qualitative approach showed that there was a clear ambition by streaming companies to utilize C2C relationships to market their products and help co-create value. The quantitative approach showed, however, that their efforts were not always effective and that focusing on other aspects of streaming services may provide more value for the consumer. Video- och musikkonsumtion har snabbt förändrats de senaste åren och en växande andel konsumenter använder sig idag av streamingtjänster som erbjuder möjligheten att interagera med andra användare. Under samma period har ett växande fokus placerats på användares möjlighet att samskapa värde med andra konsumenter. En blandad metod användes för att undersöka hur olika streamingbolag främjar konsumentinteraktioner för att hjälpa samskapande-processen. Det kvalitativa tillvägagångssättet gjorde det tydligt att streamingbolag har en ambition att använda sig av C2C-interaktioner för att marknadsföra sina produkter och göra dem mer värdefulla för konsumenten. Det kvantitativa tillvägagångssättet visade däremot att deras strävan att skapa värde inte alltid var framgångsrik och att de sannolikt skulle kunna skapa mer värde på andra sätt. Student thesisinfo:eu-repo/semantics/bachelorThesistexthttp://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-448376application/pdfinfo:eu-repo/semantics/openAccess |
collection |
NDLTD |
language |
English |
format |
Others
|
sources |
NDLTD |
topic |
Streaming C2C co-creation service logic digital interaction OBC mixed-method Business Administration Företagsekonomi |
spellingShingle |
Streaming C2C co-creation service logic digital interaction OBC mixed-method Business Administration Företagsekonomi Schwartz, Patrik Tidelius, Axel C2C relationships and the co-creation of value : A mixed method study of the streaming industry |
description |
Music- and video consumption has rapidly changed during the last years and a growing number of consumers use different streaming services which allow for greater interaction with other users than was previously possible. Meanwhile a growing focus within the scientific world has been placed on consumers’ ability to co-create value with other users. A mixed method study was consequently conducted to investigate how streaming companies help consumers co-create value by facilitating customer-to-customer relationships. The qualitative approach showed that there was a clear ambition by streaming companies to utilize C2C relationships to market their products and help co-create value. The quantitative approach showed, however, that their efforts were not always effective and that focusing on other aspects of streaming services may provide more value for the consumer. === Video- och musikkonsumtion har snabbt förändrats de senaste åren och en växande andel konsumenter använder sig idag av streamingtjänster som erbjuder möjligheten att interagera med andra användare. Under samma period har ett växande fokus placerats på användares möjlighet att samskapa värde med andra konsumenter. En blandad metod användes för att undersöka hur olika streamingbolag främjar konsumentinteraktioner för att hjälpa samskapande-processen. Det kvalitativa tillvägagångssättet gjorde det tydligt att streamingbolag har en ambition att använda sig av C2C-interaktioner för att marknadsföra sina produkter och göra dem mer värdefulla för konsumenten. Det kvantitativa tillvägagångssättet visade däremot att deras strävan att skapa värde inte alltid var framgångsrik och att de sannolikt skulle kunna skapa mer värde på andra sätt. |
author |
Schwartz, Patrik Tidelius, Axel |
author_facet |
Schwartz, Patrik Tidelius, Axel |
author_sort |
Schwartz, Patrik |
title |
C2C relationships and the co-creation of value : A mixed method study of the streaming industry |
title_short |
C2C relationships and the co-creation of value : A mixed method study of the streaming industry |
title_full |
C2C relationships and the co-creation of value : A mixed method study of the streaming industry |
title_fullStr |
C2C relationships and the co-creation of value : A mixed method study of the streaming industry |
title_full_unstemmed |
C2C relationships and the co-creation of value : A mixed method study of the streaming industry |
title_sort |
c2c relationships and the co-creation of value : a mixed method study of the streaming industry |
publisher |
Uppsala universitet, Företagsekonomiska institutionen |
publishDate |
2021 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-448376 |
work_keys_str_mv |
AT schwartzpatrik c2crelationshipsandthecocreationofvalueamixedmethodstudyofthestreamingindustry AT tideliusaxel c2crelationshipsandthecocreationofvalueamixedmethodstudyofthestreamingindustry |
_version_ |
1719415907974905856 |