Co-Advertising, E-Wom and Social Responsibility

Davide Pellegrini and Francesca De Canio
Additional contact information
Davide Pellegrini: University of Parma, Italy
Francesca De Canio: University of Parma, Italy

The International Journal of Economic Behavior - IJEB, 2016, vol. 6, issue 1, 41-58

Abstract: Following the digital revolution, the traditional divide between value creation - R&D, production and advertising - and value distribution and consumption – sales, use and post-use- is blurring. Individuals and companies are called to exchange multiple inputs and outputs before, during and after sale. The new contemporarity of value processes is gradually leading to a new convergence among parties. Companies are enabled to promote, intermediate and intercept the customers conversation; individuals are committed to the new social game and keeping companies under non-contractual observation. This study researches the effects of e-WOM (Electronic-Word of Mouth) of individuals through a netnography on 20 worldwide crowd-sourcing platforms. Findings demonstrate that the new overlapping of dialogue and sale can generate a positive loop between companies and individuals responsibility and reduce the distance between market and society.

Keywords: Co-advertising; E-WOM; Co-value chain; Social responsibility; Company-consumer communication; Consumer behavior; Netnography. (search for similar items in EconPapers)
Date: 2016
References: View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://ijeb.faa.ro/download/509_4%20_16-11_%20-%20PELLEGRINI.pdf (application/pdf)
http://ijeb.faa.ro/en/article/Co-Advertising-E-Wom ... ponsibility~509.html (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:but:ijebfa:v:6:y:2016:i:1:p:41-58

Access Statistics for this article

The International Journal of Economic Behavior - IJEB is currently edited by Fabio Musso

More articles in The International Journal of Economic Behavior - IJEB from Faculty of Business and Administration, University of Bucharest Contact information at EDIRC.
Bibliographic data for series maintained by Cosmin Catalin Olteanu ().