TY - JOUR
T1 - The wisdom of consumer crowds
T2 - Collective innovation in the age of networked marketing
AU - Kozinets, Robert V.
AU - Hemetsberger, Andrea
AU - Schau, H. Jensen
PY - 2008
Y1 - 2008
N2 - Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer innovation. Extending past theories of informationalism, we follow this macro-social paradigm shift into grassroots regions that have irrevocable impacts on business and society. Business and society need categories and procedures to guide their interactions with this powerful and growing phenomenon. We classify and describe four types of online creative consumer communities-Crowds, Hives, Mobs, and Swarms. Collective innovation is produced both as an aggregated byproduct of everyday information consumption and as a result of the efforts of talented and motivated groups of innovative e-tribes.
AB - Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer innovation. Extending past theories of informationalism, we follow this macro-social paradigm shift into grassroots regions that have irrevocable impacts on business and society. Business and society need categories and procedures to guide their interactions with this powerful and growing phenomenon. We classify and describe four types of online creative consumer communities-Crowds, Hives, Mobs, and Swarms. Collective innovation is produced both as an aggregated byproduct of everyday information consumption and as a result of the efforts of talented and motivated groups of innovative e-tribes.
KW - Consumer co-creation
KW - Creativity
KW - Innovation
KW - Online community
KW - Technology
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U2 - 10.1177/0276146708325382
DO - 10.1177/0276146708325382
M3 - Article
AN - SCOPUS:55849116730
SN - 0276-1467
VL - 28
SP - 339
EP - 354
JO - Journal of Macromarketing
JF - Journal of Macromarketing
IS - 4
ER -