Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/25648
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dc.contributor.authorChoi, Hwanhoen_UK
dc.contributor.authorBurnes, Bernarden_UK
dc.date.accessioned2017-11-07T23:44:34Z-
dc.date.available2017-11-07T23:44:34Z-
dc.date.issued2017en_UK
dc.identifier.urihttp://hdl.handle.net/1893/25648-
dc.description.abstractPurpose: Although social media proficiency and use are key business and marketing practices in today's digital environment, research has failed to offer sufficient insights into what drives small firms to use social media and how they vitalise co-creative social media environments with consumers. In response, we conducted a qualitative research study to examine how small firms utilise social media to interact and build bonds with consumers. These bonds become an important tool in the development of successful, profitable businesses and marketing practices in the digital age.  Design/methodology/approach: To examine how small firms use social media to engage with consumers and vice versa, we utilised a case-study approach and collected qualitative data by conducting semi-structured interviews.  Findings: Our results showed that the small firms in this research seek to establish relationships and facilitate interactions with their core consumers in order to co-create value. In particular, our data demonstrate that producers engage in two distinctive practices: bonding (i.e. cultivating emotional ties with music fans) and spreading (i.e. encouraging expressive circulation by fans). Altogether, our findings indicate that the representative firms in this research use social media to develop synergistic relationships with consumers and to tap into the collective energy of consumers in their business environments.  Originality/value: We show that small companies use social media to establish relationships and interact with fans in order to co-create value and vitalise collective consumption, engagement and participation. The case blurs the traditional distinction between production and consumption and suggests that the value of goods is a social creation, not merely a manufactured product.en_UK
dc.language.isoenen_UK
dc.publisherEmeralden_UK
dc.relationChoi H & Burnes B (2017) Bonding and Spreading: Co-Creative Relationships and Interaction with Consumers in South Korea's Indie Music Industry. Management Decision, 55 (9), pp. 1905-1923. https://doi.org/10.1108/MD-10-2016-0691en_UK
dc.rightsPublisher policy allows this work to be made available in this repository. Published in Management Decision by Emerald. The original publication is available at: https://doi.org/10.1108/MD-10-2016-0691. This article is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence (https://creativecommons.org/licenses/by-nc/4.0/). To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com.en_UK
dc.subjectCo-creationen_UK
dc.subjectparticipatory cultureen_UK
dc.subjectrecording industryen_UK
dc.subjectSouth Koreaen_UK
dc.titleBonding and Spreading: Co-Creative Relationships and Interaction with Consumers in South Korea's Indie Music Industryen_UK
dc.typeJournal Articleen_UK
dc.identifier.doi10.1108/MD-10-2016-0691en_UK
dc.citation.jtitleManagement Decisionen_UK
dc.citation.issn0025-1747en_UK
dc.citation.volume55en_UK
dc.citation.issue9en_UK
dc.citation.spage1905en_UK
dc.citation.epage1923en_UK
dc.citation.publicationstatusPublisheden_UK
dc.citation.peerreviewedRefereeden_UK
dc.type.statusAM - Accepted Manuscripten_UK
dc.author.emailbernard.burnes@stir.ac.uken_UK
dc.citation.date16/10/2017en_UK
dc.contributor.affiliationAjou Universityen_UK
dc.contributor.affiliationManagement Work and Organisationen_UK
dc.identifier.isiWOS:000412504800004en_UK
dc.identifier.scopusid2-s2.0-85032175939en_UK
dc.identifier.wtid523003en_UK
dc.date.accepted2017-07-17en_UK
dc.description.refREF Compliant by Deposit in Stirling's Repositoryen_UK
dc.date.filedepositdate2017-07-25en_UK
Appears in Collections:Management, Work and Organisation Journal Articles

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