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Digitally facilitated newspaper consumption and value co-creation

机译:通过数字方式促进报纸的消费和价值共创

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Purpose - The purpose of this study is to provide insights into value creation within a newspaper consumption community, adding to current information research by demonstrating how an atypical consumption community can co-create value in ways different from those identified in extant research. The upheaval of the newspaper industry's business model and value chain in the face of digitalisation has led to significant decreases in newspaper revenue. To stay successful in the modern digital climate, it is essential for newspapers to utilise the interactive features of Web 2.0 to find new value sources. To do so, it is necessary to focus not just on tangible financial value but also symbolic value. The study supports the notion that consumers collectively co-create value through consumption community practices. Design/methodology/approach - Through the conduction of a netnographic exploration of active consumers on the Guardian website and interviews with passive consumers, the study's aims of understanding co-creation in digitally facilitated newspaper consumption environment were achieved. Findings - The findings have opened up new ways in which newspapers can harness value through consumption communities as well as suggesting the future scope of research. This study indicates that newspapers foster an atypical environment for the creation of a cohesive consumption community -something that has failed to be appreciated in extant information research - because their diverse content influences the formation of multiple community pools with members who do not always share the same beliefs. In addition, the study reveals that the Guardian's online consumption community co-creates value without strict adherence to the prescribed contingencies set out in current literature. The findings uncover new patterns in community behaviour proving value to be created not just through their co-consumption but also through individual consumption. Originality/value - This study contributes to discussions on how communities co-create value and how this differs with different article subjects (lifestyle and political and types of participants, both active and passive).
机译:目的-这项研究的目的是提供关于报纸消费社区内价值创造的见解,通过展示非典型消费社区如何以不同于现有研究中所确定的方式共同创造价值的方式,为当前的信息研究提供补充。面对数字化,报纸行业商业模式和价值链的剧变导致报纸收入大幅下降。为了在现代数字气候中保持成功,报纸必须利用Web 2.0的交互功能来寻找新的价值来源。为此,不仅要关注有形的财务价值,还要关注象征性的价值。该研究支持以下观念:消费者通过消费社区实践共同创造价值。设计/方法/方法-通过在Guardian网站上进行主动消费者的网络志研究以及对被动消费者的采访,达到了理解数字便利报纸消费环境中共同创造的研究目的。调查结果-调查结果开辟了新的方式,报纸可以利用这些方式通过消费社区来利用价值,并建议未来的研究范围。这项研究表明,报纸营造了一个非典型的环境来创建凝聚力的消费社区-在现有的信息研究中未能发现这一点-因为报纸的多样化内容影响着多个社区池的形成,而成员并不总是共享相同的信念。此外,研究表明,在不严格遵守当前文献中规定的突发事件的情况下,《卫报》的在线消费社区共同创造了价值。这些发现揭示了社区行为证明价值的新模式,不仅可以通过共同消费来创造价值,还可以通过个人消费来创造价值。原创性/价值-这项研究有助于讨论社区如何共同创造价值,以及不同物品主题(生活方式和政治以及参与者的类型,主动和被动)的不同之处。

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