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Keywords: Prosumer-generated content
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (10): 2698–2720.
Published: 14 June 2022
...Haksin Chan; Kevin J. Zeng; Morgan X. Yang Purpose This article aims to advance a new theoretical perspective on the basis of prosumption theory, namely, that online review platforms can be conceptualized as prosumer communities (and online reviews as prosumer-generated content). This perspective...
