haku: @all online communities / yhteensä: 22
viite: 10 / 22
| Tekijä: | Fredberg, T. |
| Otsikko: | Organising customers: learning from Big Brother |
| Lehti: | Long Range Planning
2009 : JUN, VOL. 42:3, p. 320-340 |
| Asiasana: | customers interaction television industry innovation case studies |
| Kieli: | eng |
| Tiivistelmä: | This article investigates how firms can organise customers in communities that are productively used for customer interaction. It analyses an in-depth study of how the producers of the reality TV series Big Brother used a combination of online and offline channels to organise customers. The organising process is explained by theories of attention. The main argument of the paper is that the customer's use of different channels directs and redirects his/her attention, thereby influencing behaviour in a way that can be beneficial for the broadcasting firm. The contribution to the theory is that the paper advances knowledge on how communities become organised through combinations of online and offline sources that guide attention and behaviour. |
SCIMA