Conference Proceedings

The Engaged Consumer: Creating, Disseminating, and Negotiating Value in the Realm of Social Media

Daiane Scaraboto

Association for Consumer Research | Published : 2011


The presentations included in this session will focus on the value creating practices of consumers involved in generating content for social media, and the online interactions of consumers as they acquire knowledge and skills to negotiate the allocation of collectively created value. In all cases, the authors have collected data, developed analyses of their datasets, and crafted preliminary manuscripts to report their findings. This session is aimed at provoking lively discussion among participants that will contribute to the refinement and further development of the papers included here, and of other scholarly research on the topic. With that in mind, presentations will be kept shorter than..

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University of Melbourne Researchers