Chinese Online Literature: Sustainability and Customers’ Value Co-creation on an Online Brand Platform

Liya An (), Ling Lin () and Caroline Jawad ()
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Liya An: Chengdu University of Information Techonology
Ling Lin: Fujian Jiangxia University
Caroline Jawad: University of Wales, Trinity Saint David

Chapter Chapter 5 in Sustainable Digital Marketing for Fashion and Luxury Brands, 2025, pp 101-124 from Springer

Abstract: Abstract Chinese online literature, which has been thriving for over two decades, demonstrates remarkable vitality and economic potential. Conversely, Western discussions often overlook internet literature, focusing instead on experimental forms of electronic literature. Yet, Chinese internet literature transcends mere literary expression, it has evolved into a lucrative industry. While Western scholarship prioritizes cutting-edge forms, Chinese internet literature encompasses a vast array of works produced by passionate netizens, which form the foundation of its commercialization. Distinguished by its interactive nature, Chinese online literature emphasizes engagement between creators and consumers. The customers of online literature focus on experiential consumption over physical goods, facilitated by digital platforms, which can potentially lessen the environmental impact and contribute to the environmental dimension of sustainability. Drawing on service-dominant logic and actor–network theory, the current chapter discusses the significant role of digital platforms and technology in this phenomenon; interactive platforms are viewed as essential agents in creating new value within the realm of Chinese web fiction.

Keywords: Sustainability; Value co-creation; Service-dominant logic; Internet literature; Customer engagement (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-82467-8_5

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