How to inspire value-laden collaborative consumer-generated content

Albert M. Muñiz; Hope Jensen Schau

doi:10.1016/j.bushor.2011.01.002

How to inspire value-laden collaborative consumer-generated content

Albert M. Muñiz
, Hope Jensen Schau

Eller College of Management

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	209-217
Number of pages	9
Journal	Business Horizons
Volume	54
Issue number	3
DOIs	https://doi.org/10.1016/j.bushor.2011.01.002
State	Published - May 2011

ASJC Scopus Subject Areas

Business and International Management
Marketing

Keywords

Brand community
Co-creation
Consumer collective
Consumer-generated content (CGC)
Marketing communications

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10.1016/j.bushor.2011.01.002

Cite this

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KW - Co-creation

KW - Consumer collective

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How to inspire value-laden collaborative consumer-generated content

ASJC Scopus Subject Areas

Keywords

Access to Document

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