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- Title
Les consommateurs parlent aux consommateurs: exploration des mécanismes de co-création par la théorie de l'assemblage.
- Authors
Roederer, Claire; Ochs, Adeline; Badot, Olivier
- Abstract
Interactive mutual support platforms between consumers (or community tchats) are multiplying on brand websites. On these platforms, consumers replace brands by answering questions asked by other consumers about brands. The purpose of this article is to understand co-creation mechanisms and the trajectories of individuals (called coaches) who contribute to these platforms over time. We mobilize the theoretical framework of platforms as assemblages in which interactional creation takes place (Ramaswany and Ozcan, 2018). The analysis of individual interviews with members of the TokyWoky platform community identifies four agencial assemblages: "consumer-coaches", "coaches-coaches", "coaches-TokyWoky", "coaches-brands". We clarify the modalities of interactions between assemblages which explain the four stages of coaches trajectories. The role of gamification in the dynamics of the "coaches-coaches" assemblage is also analyzed. Finally, the challenges specific to the "coaches-brands" assemblage are put forward so that brands can optimize the new communication channel that the platform offers.
- Publication
Décisions Marketing, 2020, Issue 100, p1
- ISSN
0779-7389
- Publication type
Article