Online Content Creators' and Viewers' Interdependent Journeys

The creator economy features a pertinent, growing role of content creators and -viewers, revealing this service sub-sector's rising economic, and strategic, contribution. In parallel, though the customer/stakeholder journey concepts are gaining traction, little is known about the interdependenc...

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Bibliographic Details
Published inServices marketing quarterly Vol. 45; no. 3; pp. 296 - 318
Main Authors Hollebeek, Linda D., Anselmsson, Johan, Adomaviciute-Sakalauske, Karina, Krumm, Kristo, Jansson, Johan, Wait, Marius, Ooi, Beewah, Riivits-Arkonsuo, Iivi, Lubbe, Isolde
Format Journal Article
LanguageEnglish
Published Binghamton Routledge 02.07.2024
Taylor & Francis LLC
Subjects
Business Administration
Content creation
Content creators
content engagement
content users
content viewers
customer journey
Economics and Business
Ekonomi och näringsliv
engagement
Företagsekonomi
interactivity
interdependence theory
Samhällsvetenskap
Social Sciences
stakeholder journey
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Summary:The creator economy features a pertinent, growing role of content creators and -viewers, revealing this service sub-sector's rising economic, and strategic, contribution. In parallel, though the customer/stakeholder journey concepts are gaining traction, little is known about the interdependence characterizing online content creators' and viewers' (users') engagement through their respective role-related journeys, as, therefore, explored further in this article. Building on prior literature, we argue that the unfolding of a content viewer's journey with a creator's content is fueled by the former's engagement in their content-related interactions, in turn also impacting the content creator's journey. To explore these issues, we adopt interdependence theory's core interactional tenets (i.e., perceived interaction outcomes [i.e., costs/rewards], comparison level, and comparison level for alternatives) and theorize regarding their respective effect on viewers' journey-based content engagement. We posit that viewers' engagement also impacts the content creator's journey, as summarized in a set of Propositions. Overall, the Propositions illustrate how interdependence theory-informed interactional tenets affect content viewers' and creators' interdependent role-related journeys, offering novel insight.
ISSN:1533-2969
1533-2977
1533-2977
DOI:10.1080/15332969.2024.2364128