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The co-creation of consumer experiences through Web 2.0

Author

Listed:
  • Abidi-Barthe, Ahlem

    (European Business School-Paris)

  • Kaabachi, Souheila

    (European Business School-Paris)

Abstract

The objective of this article is to show how companies use the possibilities of Web 2.0 in a co-creation approach of consumer experience and value with the consumer. This new approach involves integrating the consumer into their innovation process and in the development of the various marketing mix variables: product, price, communication, and distribution. To achieve this objective, we will rely on a literature review as well as examples and case studies of companies illustrating our points.

Suggested Citation

  • Abidi-Barthe, Ahlem & Kaabachi, Souheila, 2010. "The co-creation of consumer experiences through Web 2.0," Journal of Internet Banking and Commerce, , vol. 15(2), pages 01-18, August.
    • Handle: RePEc:ris:joibac:0430
    as

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    More about this item

    Keywords

    Experience economy; Co-creation; Collaborative marketing; Web2.0;
    All these keywords.

    JEL classification:

    • L68 - Industrial Organization - - Industry Studies: Manufacturing - - - Appliances; Furniture; Other Consumer Durables

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