Designing Digital Actor Engagement Platforms for Local High Streets: An Action Design Research Study

Christian Bartelheimer ()
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Christian Bartelheimer: Paderborn University

No 80, Working Papers Dissertations from Paderborn University, Faculty of Business Administration and Economics

Abstract: Digital platforms are intermediating entities that enable interactions between distinct but interdependent groups of actors in two- or multi-sided markets. While research has investigated the management and economic effects of platforms, there is little design knowledge on digital platforms that constitute actor engagement ecosystems. We set out to design, implement, and evaluate DigiStreet—a digital actor engagement platform for local high streets, providing location-based advertising (LBA) via Bluetooth low-energy (BLE) beacons. DigiStreet is the first instantiation of a digital actor engagement platform connecting stores, service providers, and restaurants with consumers in a local high street. Based on detailed field evidence from three interventions—including 150 SMEs and over 2,300 citizens—we develop a design theory for a new class of IT artifacts: digital actor engagement platforms for local high streets. Our empirical analysis also provides unique insights on how digital actor engagement platforms impact on actors in a high street and thus assesses the prospects and limitations of providing LBA via BLE beacons, contextualizing previous insights on digital platforms.

Keywords: Digital Platform; Action Design Research; Design Theory; Actor Engagement; Engagement Platform; Location-Based Advertising; Bluetooth Low-Energy (search for similar items in EconPapers)
JEL-codes: C71 D85 L22 (search for similar items in EconPapers)
Pages: 56 pages
Date: 2021-07
New Economics Papers: this item is included in nep-knm, nep-pay and nep-ure
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