Abstract
This chapter delivers the second lesson, that consumers and brands co-create valuable consumption experiences, effectively crowdsourcing brand equity. The chapter begins with a revised perspective of both brand manager and consumer. In respect to the former, brands need “hosts”, not custodians. In respect to the latter, the new consumer is empowered, defined not just by his or her transaction, but also by a market effect. Brand fans seek interaction, involvement, and engagement with the brand, its products, and other fans. This chapter reveals how sport has managed the tensions between control and collaboration, in the process, providing a template for value co-creation in a world where user content shapes brand composition. It shows how sport brands became the first to successfully crowdsource brand equity.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Acar, O. A., & Puntoni, S. (2016). Customer empowerment in the digital age. Journal of Advertising Research. doi:10.2501/JAR-2016-007.
Algesheimer, R., Dhoklia, U. M., & Hermann, A. (2005). Social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34.
Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477–500.
Christodoulides, G. (2009). Branding in the post-internet era. Marketing Theory, 9(1), 141–144.
Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). How user generated content really affects brands. Journal of Advertising Research, 52(1), 53–64.
Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1/2), 168–180.
Gensler, S., Völckner, F., Lui-Thompkins, Y., & Weirtz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242–256.
Granitz, N., & Foreman, H. (2015). Building self-brand connections: Exploring brand stories through a transmedia perspective. Journal of Brand Management, 22(1), 38–59.
Halliday, S. V. (2016). User-generated content about brands: Understanding its creators and consumers. Journal of Business Research, 69(1), 137–144.
Hedlund, D. P. (2014). Creating value through membership and participation in sport fan communities. European Journal of Sport Management Quarterly, 14(1), 50–71.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311–330.
Kim, A. J., & Johnson, K. K. P. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58, 98–108.
Kohli, C., Suri, R., & Kapoor, A. (2015). Will social media kill branding? Business Horizons, 58(1), 35–44.
Kozinets, R. V., de Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89.
Megehee, C. M., & Woodside, A. G. (2010). Creating visual narrative art for decoding stories that consumers and brands tell. Psychology & Marketing, 27(6), 603–622.
Malthouse, E. C., Calder, B. J., Kim, S. J., & Vandenbosch, M. (2016). Evidence that user-generated content that produces engagement increases purchase behaviors. Journal of Marketing Management, 32(5-6), 427–444.
McAlexander, J. H., Schouten, J. W., & Koening, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38–54.
Muniz Jr., A. M., & Schau, H. J. (2011). How to inspire value-laden consumer generated content. Business Horizons, 54(3), 209–217.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. Exploring motivation for brand-related social media use. International Journal of Advertising, 20(1), 13–46.
Poch, R., & Martin, B. (2015). Effects of intrinsic and extrinsic motivation on user-generated content. Journal of Strategic Marketing, 23(4), 305–317.
Pongsakornrungsilp, S., & Schroeder, J. E. (2011). Understanding value co-creation in a co-consuming community. Marketing Theory, 11(3), 303–324.
Schau, H. J., Muniz Jr., A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30–51.
Singh, S., & Sonnenburg, S. (2012). Brand performances in social media. Journal of Interactive Marketing, 26(4), 189–197.
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook and Twitter? Journal of Interactive Marketing, 26(2), 102–113.
Stavros, C., Meng, M., Westberg, K., & Farrelly, F. (2014). Understanding fan motivation for interacting on social media. Sport Management Review, 17(4), 455–469.
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
Woodside, A. G. (2010). Brand-consumer storytelling theory and research. Psychology & Marketing, 27(6), 531–540.
Yoshida, M., Gordon, B., Heere, B., & James, J. G. (2015). Fan community identification: An empirical examination of its outcomes in Japanese professional sport. Sport Marketing Quarterly, 24(2), 105–119.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2017 The Author(s)
About this chapter
Cite this chapter
Smith, A.C.T., Stavros, C., Westberg, K. (2017). Unlimited Users: The Rise of Consumer-Generated Content. In: Brand Fans. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-48854-7_3
Download citation
DOI: https://doi.org/10.1007/978-3-319-48854-7_3
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-48853-0
Online ISBN: 978-3-319-48854-7
eBook Packages: Business and ManagementBusiness and Management (R0)