We propose a framework that views customers as organizational participants who contribute to organizations through membership in brand communities. Using the situated cognition perspective, we explore the sense-making related to the community participation of 174 members of the Ducati motorcycle community. Our findings provide a clearer explanation of the customers’ organizational participation and offer a more open and fine-grained conceptualization of the customers’ relationship to the company.

Customers participate in the organization through membership in customer communities: a situated cognition analysis

MONTI A.
2010-01-01

Abstract

We propose a framework that views customers as organizational participants who contribute to organizations through membership in brand communities. Using the situated cognition perspective, we explore the sense-making related to the community participation of 174 members of the Ducati motorcycle community. Our findings provide a clearer explanation of the customers’ organizational participation and offer a more open and fine-grained conceptualization of the customers’ relationship to the company.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11567/1076445
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