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2022 | OriginalPaper | Chapter

Contemporary Digital Consumers: “Real” Versus Virtual Value Co-creation

Authors : Milena Ratajczak-Mrozek, Marcin Wieczerzycki

Published in: Data Science in Societal Applications

Publisher: Springer Nature Singapore

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Abstract

Digital technologies are used extensively by both producers and consumers. While this makes it easier for both types of actors to interact and co-create value, increasing the prevalence of this process, the very fact of mediating an interaction through a particular type of technology (digital media in this instance) influences its character as well. Therefore, the purpose of the chapter is to conceptualise the characteristics of digital co-creation within the theoretical framework of Service-Dominant Logic (SDL). We do this by contrasting digital co-creation with co-creation occurring in the context of the “real”, unmediated world.

We contribute to SDL literature by suggesting five characteristics of digital value co-creation, distinguishing it from co-creation occurring in the unmediated context: co-presence, automatization, simulation, antagonism and playfulness. We illustrate these traits with real-life examples. Additionally, we conceptualise how these characteristics are linked with the most important traits of modern digital consumers.

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Title: Contemporary Digital Consumers: “Real” Versus Virtual Value Co-creation
Authors: Milena Ratajczak-Mrozek
Marcin Wieczerzycki
Publisher: Springer Nature Singapore
Book: Data Science in Societal Applications
Print ISBN: 978-981-19-5153-4

Electronic ISBN: 978-981-19-5154-1

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-981-19-5154-1_10

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