Non-monetary social and network value: understanding the effects of non-paying customers in new media

摘要

Welcome to this Special Issue of the Journal of Strategic Marketing titled 'Non-Monetary Social and Network Value: Understanding the Effects of Non-Paying Customers in New Media.' The rationale for this Special Issue resides in the influential strategic shift, which is being observed from a conventional one-way paradigm, in which customers are viewed as relatively passive recipients of incoming marketing cues, to an increasingly two-way, interactive perspective, which recognises customers' proactive, co-creative engagement, behaviours and relationships in crafting and co-creating their personal experiences with particular brands, products and organisations within broader social networks (Aaker, Fournier, & Brasel, 2004; Prahalad & Ramaswamy, 2004; Brodie et al., 2011; Sawhney, Verona, & Prandelli, 2005).