Experientializing – how C2C communication becomes part of the service experience

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dc.contributor Svenska handelshögskolan, institutionen för marknadsföring, marknadsföring fi
dc.contributor Hanken School of Economics, Department of Marketing, Marketing fi
dc.contributor.author Huotari, Kai
dc.date.accessioned 2014-08-15T07:39:37Z
dc.date.available 2014-08-15T07:39:37Z
dc.date.issued 2014-08-15
dc.identifier.isbn 978-952-232-251-7 (printed )
dc.identifier.isbn 978-952-232-252-4 (PDF)
dc.identifier.issn 0424-7256 (printed)
dc.identifier.issn 2242-699X (PDF)
dc.identifier.uri http://hdl.handle.net/10138/135736
dc.description.abstract In his dissertation, Kai Huotari studied how customer-to-customer (C2C) communication becomes a part of service experience. Using grounded theory, Huotari investigated TV live-tweeting – i.e., people reading and writing Twitter messages about a TV program while viewing it. He interviewed 45 live-tweeters and analyzed more than 4,000 tweets in the U.S. during 2011–12. The study identified four distinct groups of users live-tweeting about TV programs (fanatic TV live-tweeters, systematic TV live-tweeters, sporadic TV live-tweeters, and active Twitter users) and four main categories of TV live-tweets (courtesy tweets, outlet tweets, selection tweets, and analysis tweets); described several TV live-tweeting practices, from preparation practices to reading and writing live-tweets and including certain use of Twitter functions; and revealed that a TV live-tweeter is an empowered TV viewer who can, by experientializing live-tweeting into his or her TV viewing, personalize and control his or her TV viewing experience better than before, can express him- or herself more fully, and can reach a large enough audience and acceptance for his or her ideas. Experientializing is the core concept that emerged from the study. It refers to the consumer integrating two activities with each other in a way that leads to new practices of consumption and to a transformed and empowering experience. The study develops a substantive theory of experientializing live-tweeting into the TV viewing experience. Huotari suggests that the concept can, however, be used also in other contexts and presents two abstractions of the theory: experientializing C2C communication into a consumption experience and experientializing a customer activity into a service experience. The associated tentative models can be used to explain, for example, museum visitors’ willingness to go to museums in groups or how reading on public transportation changes the experience of commuting. The study brings new insight to television studies, especially for the ongoing discussion of the so-called “second screen.” The study repositions the research on C2C communication: it investigates C2C communication as a part of consumption experience instead of considering it only as communication about consumption experience. In addition, the study suggests new ways to categorize C2C communication. For marketing in general, it introduces the concept of experientializing as a customer driven process wherein service providers have only limited visibility. The media industry can take advantage of the empirical part of the study. At the same time, the theoretical contributions of the study have broader applicability and, accordingly, can be made use of in various industries. fi
dc.language.iso en fi
dc.publisher Svenska handelshögskolan fi
dc.publisher Hanken School of Economics fi
dc.relation.ispartofseries Economics and Society – 280 fi
dc.subject customer-to-customer communication fi
dc.subject consumer-to-consumer communication fi
dc.subject consumption experience fi
dc.subject customer experience fi
dc.subject Twitter fi
dc.subject live-tweeting fi
dc.subject television fi
dc.subject experientializing fi
dc.subject service experience fi
dc.subject.other Marketing fi
dc.title Experientializing – how C2C communication becomes part of the service experience fi
dc.title.alternative The case of live-tweeting and TV-viewing fi
dc.date.accepted 2014-08-28

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