The article by Ritzer et al (2012) introduced the concept of prosumption, involving a combination of product and consumption, and prosumer, one who is both producer and consumer. Although the concept was practically evolved along with human history, it is receiving new attention from academia and business communities, especially in the age of Internet and social media. As the authors elaborated, value of any brand is no longer solely constructed by company newsletter and press releases. Brand enthusiasts voluntarily become brand ambassadors and talk about their beloved brands. Especially, I might be focused on narrow scope, but a grandeur shift toward experience economy powered by technologies is certainly fueling the role of prosumers. Material specifications of product are no longer the single source of consumer satisfaction. Rather, the source of their satisfaction is their experiences with products of services.
In that sense, the significance of peer products and services reviews cannot be emphasized enough because every piece of information is not functions as part of brand super-structure. Also, as Chia (2012) suggested, bloggers’ motivation to become prosumers is shifting from the expectation of financial gains to the acquisition of street creed. Hence, it may not be an accident that consumers are increasingly relied upon peer reviews of products rather than so-called expert reviews or corporate sponsored ads (Willemsen et al. 2011). My reasoning is that expert reviews are often technical specifications and features oriented rather than usability and experience. Hence, I can posit that peer-reviews supposedly offer the sense of down-to-earth feel, suggesting to viewers that some regular Joes like them wrote this review.
Besides, peer productions are not just about their passionate conversations of certain brands or playing a role of brand ambassadors. Prosumers stake their reputation and trust relationship and play a significant role of formulating norms and expectations of their virtual community (Kozinet et al. 2010). Nevertheless, we cannot shake the feeling that the system is rigged. Any bloggers could have written only positive message about certain products and brands in an exchange of any monetary compensation. As Jensen (2011) described, the issue of blogola, paid blog, can be serious ethical challenges in the era of social network. In my opinion, self-regulations and ethical guidelines of corporate sponsorship must be adopted as blogsphere norms.
In fact, we may be given more power than ever before. We can voice ourselves loud and clear, and we may be surprised to find a lot more people do share similar minds. We already surpassed the point where we are happy about a material product alone. Now, prosumers are one of the most significant pieces of the puzzle for successful business because we are part of companies’ ultimate business goal, successful branding.
So if we are ok with blogola, or at least not as concerned as the FTC seems to be, what stops the corporations from doing the same to consumer reviews? As a result, customer reviews would lose their credibility. I don’t disagree with you on the blogging issue, as I think it will play itself out without the need to regulation, but I can see it spreading into consumer reviews if more rigid standards aren’t put into place.
Sorry, I don’t know why it duped my comment from Verties blog. Anyway, what I was wanting to ask about are the movtivators for prosumers as branding models. From your marketing background, is it the motivation more based on a passion for the product or perceived value of associating one’s self to the product? For example, did people wear Livestrong bands because they were passionate about cancer research or because they wanted others to associate them with philanthropic giving?
The question Meagan asks is a good one and essentially the question of prosumer cliques. As Choi mentions, there is the need for “street cred,” wherein someone is identified as a fellow consumer, affected by popular culture in the same way as a select group. One is never an individual in today’s society, but merely one of many who like the same kinds of things. The network society has seen to our visibility as materialists.
Thought-provoking discussion , I learned a lot from the info . Does someone know where my company can find a blank UCA-RE copy to fill out ?
At such a young age, these slave children were subjected to psychological damage and abuse that ultimately had an impact on the way they interacted with others, viewed other human beings, and how they felt about the life they were forced to endure overall.推特账号购买
I really appreciate your article, it has deeply impacted me. My career and salary took off thanks to the Real question FCP_FWB_AD-7.4 on the exam questions—now I’m giving them to you for free!
Being a part of a company makes prosumers an integral part of any successful enterprise. subway surfers‘ massive user base across all platforms proves that it is suitable for players of all ages.
人生には様々な選択があります。選択は必ずしも絶対な幸福をもたらさないかもしれませんが、あなたに変化のチャンスを与えます。PassTestのISACAのCOBIT-2019「COBIT 2019 Foundation」試験トレーニング資料はIT職員としてのあなたがIT試験に受かる不可欠なトレーニング資料です。PassTestのISACAのCOBIT-2019試験トレーニング資料はカバー率が高くて、更新のスピードも速くて、完全なトレーニング資料ですから、PassTest を手に入れたら、全てのIT認証が恐くなくなります。
This article is a real eye-opener, thanks for sharing! Good luck on your exam! Here are the free MuleSoft-Integration-Architect-I new dumps questions resources.
I was really impressed with how much I learned from the article. About to sit the TDVAN5 exam cram review exam – please wish me luck!
Thank you for the article; it was incredibly impressive and thought-provoking. I used the Reliable HPE7-A04 exam collection materials to achieve a promotion and salary hike. Now, it’s free to all. Hope you all advance in your careers!
IT업계에 계속 종사할 의향이 있는 분들께 있어서 국제공인 자격증 몇개를 취득하는건 반드시 해야하는 선택이 아닌가 싶습니다. VMware 2V0-72.22 시험은 국제공인 자격증시험의 인기과목으로서 많은 분들이 저희VMware 2V0-72.22덤프를 구매하여 시험을 패스하여 자격증 취득에 성공하셨습니다. VMware 2V0-72.22 시험의 모든 문제를 커버하고 있는 고품질VMware 2V0-72.22덤프를 믿고 자격증 취득에 고고싱~!
This article is remarkable, thank you for sharing it with me. Wishing myself success in the upcoming C_ARSCC_2404 new study guide ppt exam!
PassTIP는 여러분을 성공으로 가는 길에 도움을 드리는 사이트입니다. PassTIP에서는 여러분이 안전하게 간단하게ISM인증INTE시험을 패스할 수 있는 자료들을 제공함으로 빠른 시일 내에 IT관련지식을 터득하고 한번에 시험을 패스하실 수 있습니다.
This article has given me many thought-provoking points, and I’ve gained a lot. Free Reliable MB-240 APP simulations questions—unlock promotions and salary raises in your career!
Your article was truly enlightening and inspiring, thank you! Latest exam camp SIAMP questions provides a wealth of content, freely available to support your progress.
Thank you for sharing this inspiring piece, it’s really uplifting! Unlock your promotion with free 2V0-71.23 exam overviews exam materials—career growth is waiting!
I can’t stop thinking about that article. Best of luck on your exam! Here’s the free Valid test PSA-Sysadmin testking content.
Thank you for your article, it’s absolutely fantastic! Reliable study guide 1z1-071 free helped me land a promotion and salary increase. Now, I’m giving it to you for free!
Your article was such a breath of fresh air, thank you. Excited but nervous for the Study SPLK-1005 materials exam. Hope I ace it!