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.
Morandin G., Bergami M., Monti A. (2010). Customers participate in the organization through membership in customer communities: a situated cognition analysis. LISBON.
Customers participate in the organization through membership in customer communities: a situated cognition analysis
MORANDIN, GABRIELE;BERGAMI, MASSIMO;MONTI, ALBERTO
2010
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.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.