Value co-creation on soundcloud: a netnographic approach

• Autor(a) principal: Kossmann, Fabio
• Data de Publicação: 2023
• Outros Autores: Schmidt, Serje, Brambilla, Flávio Régio
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/22476
• topic: Service-Dominant Logic; Digital Platforms; Value co-creation; SoundCloud; Creative Industry; Lógica Dominante de Serviço; Plataformas Digitais; Cocriação de valor; SoundCloud. Indústria Criativa

Objective: From the perspective of micro-foundations of value co-creation and using a netnographic approach, this study aims to analyze actors’ engagement in a small community on SoundCloud. Method: a netnographic approach was adopted. Main results: Elements referring to the objectives and the integration of resources that the actors contribute to the platform and their meaning emerged from the results. Contribution: This study contributes to the debate on value co-creation in digital platforms, suggesting that value generation occurs through the aggregate combination of resources, allowing the symbology of value co-creation to be interpreted by actors in the light of its social context. Relevance: Soundcloud is characterized as a platform for disseminating emerging music content aimed at early adopter users. To date, quantitative studies based on the content of each comment or discursive analysis indicate the existence of superficial and geographically concentrated connections in this platform. However, this approach may misrepresent the richness of meanings the set of interactions signals to actors regarding network engagement.