The Wisdom of Consumer Crowds Collective Innovation in the Age of Networked Marketing

Published on Dec 1, 2008in Journal of Macromarketing
· DOI :10.1177/0276146708325382
Robert V. Kozinets40
Estimated H-index: 40
(York University),
Andrea Hemetsberger16
Estimated H-index: 16
(University of Innsbruck),
Hope Jensen Schau21
Estimated H-index: 21
(UA: University of Arizona)
Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer innovation. Extending past theories of informationalism, we follow this macro-social paradigm shift into grassroots regions that have irrevocable impacts on business and society. Business and society need categories and procedures to guide their interactions with this powerful and growing phenomenon. We classify and describe four types of online creative consumer communities—Crowds, Hives, Mobs, and Swarms. Collective innovation is produced both as an aggregated byproduct of everyday information consumption and as a result of the efforts of talented and motivated gro...
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