Kietzmann, Jan H.; Hermkens, Kristopher; McCarthy, Ian P.; … - In: Business Horizons 54 (2011) 3, pp. 241-251
Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms--such as content sharing sites, blogs, social networking, and wikis--to create, modify,...