| Title |
Online content creators’ and viewers’ interdependent journeys / |
| Authors |
Hollebeek, Linda Desiree ; Anselmsson, Johan ; Adomavičiūtė-Sakalauskė, Karina ; Krumm, Kristo ; Jansson, Johan ; Wait, Marius ; Ooi, Beewah ; Riivits-Arkonsuo, Iivi ; Lubbe, Isolde |
| DOI |
10.1080/15332969.2024.2364128 |
| Full Text |
|
| Is Part of |
Services marketing quarterly.. Abingdon : Taylor & Francis Ltd.. 2024, vol. 45, iss. 3, p. 296-318.. ISSN 1533-2969. eISSN 1533-2977 |
| Keywords [eng] |
content creators ; content engagement ; content users ; content viewers ; customer journey ; engagement ; interactivity ; interdependence theory ; stakeholder journey |
| Abstract [eng] |
The creator economy features a pertinent, growing role of content creators and -viewers, revealing this service sub-sector’s rising economic, and strategic, contribution. In parallel, though the customer/stakeholder journey concepts are gaining traction, little is known about the interdependence characterizing online content creators’ and viewers’ (users’) engagement through their respective role-related journeys, as, therefore, explored further in this article. Building on prior literature, we argue that the unfolding of a content viewer’s journey with a creator’s content is fueled by the former’s engagement in their content-related interactions, in turn also impacting the content creator’s journey. To explore these issues, we adopt interdependence theory’s core interactional tenets (i.e., perceived interaction outcomes [i.e., costs/rewards], comparison level, and comparison level for alternatives) and theorize regarding their respective effect on viewers’ journey-based content engagement. We posit that viewers’ engagement also impacts the content creator’s journey, as summarized in a set of Propositions. Overall, the Propositions illustrate how interdependence theory-informed interactional tenets affect content viewers’ and creators’ interdependent role-related journeys, offering novel insight. |
| Published |
Abingdon : Taylor & Francis Ltd |
| Type |
Journal article |
| Language |
English |
| Publication date |
2024 |
| CC license |
|
