EXPLORING RELATIONSHIP OF VALUE CO-CREATION AND DIGITAL CONTENT MARKETING: A PERSPECTIVE OF ONLINE CONSUMERS IN PAKISTAN

Mahtab Ahmad, Muqqadas Rehman and Abid Hussain
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Mahtab Ahmad: PhD Scholar, Hailiey College of Commerce, University of the Punjab, Pakistan
Muqqadas Rehman: Director, Institute of Business and Admnistration (IBA), University of the Punjab, Pakistan
Abid Hussain: PhD Scholar, Hailiey College of Commerce, University of the Punjab, Pakistan

Bulletin of Business and Economics (BBE), 2021, vol. 10, issue 3, 118-128

Abstract: Internet and Communication Technologies (ICTs) have provided multiple and ubiquitous opportunities of co-creation and also enhanced consumer empowerment in this process. Thus new platforms have emerged with enhanced level of collaboration and engagement among multiple actors. Considering this the main aim of this study is to explore the relationship between Value Co-creation and Digital Content Marketing and what are the experiences of online customers in value co-creation process. To address the aim of the study, a qualitative enquiry has been adopted as a particularly useful method to capture rich subjective experiences that occurs subjectively to an individual human being. Online customers related to ‘Pure Click basis platforms’ in Pakistan are selected as a population. The online platform Daraz.pk is selected as a case study for this research. A sample of 14 respondents keeping in view diminishing return principle are selected for data collection through in-depth interviews from online customers of Daraz.pk. Subsequently transcription and analysis of these interviews carried out with the help of ‘QSR NVivo 12-Plus’ software. Factors that affect digital content marketing are attraction conversion and retention which show hierarchal process. Digital content marketing influence online customers to be a part of an auto value co-creation without special initiatives by adopting factors of co-learning co-production co-transparency and co-freedom.

Keywords: Service Dominant Logic; Value co-creation; Digital Content Marketing (search for similar items in EconPapers)
Date: 2021
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