Alhashem, Mohammed; Moraes, Caroline; Szmigin, Isabelle T. - In: European Journal of Marketing 55 (2020) 1, pp. 193-218
Purpose: This paper aims to examine how prosumption manifests in an online community, Instructables.com, and its value for those who engage with it. The paper emphasizes its distinctiveness compared to similar phenomena, particularly co-creation. Design/methodology/approach: This work uses a...