Wednesday, September 10, 2014

-U.S. professors examine how consumer ‘co-production’ of marketing drives purchase behavior and brand engagement- 
NEW YORK – September 10, 2014 – Marketers have moved from one-way communication with prospects and customers to brand interaction and dialogue, where consumers influence the message – and some organizations are now allowing consumers to set their own terms for receiving marketing messages.  A recent article in the Journal of Interactive Marketing, “From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication,” explores and tests what impact this transformation is having on brand engagement, including sales  (Journal of Interactive Marketing®, Vol. 28, Issue 2, May 2014).
The Journal of Interactive Marketing is a quarterly academic research journal published by Elsevier, Inc., on behalf of Marketing EDGE, a non-profit education organization formerly known as the Direct Marketing Educational Foundation.  In addition to the consumer contribution feature, the Journal ‘s 2014 second quarter edition also includes articles on social interaction, Web site organization, and consumer-brand relationships in social media. 
CO-PRODUCTION BY CONSUMERS:  Co-production “occurs when a consumer decides a marketing message’s delivery time, frequency, recipient, subject, format, preferred media channel, or any other message characteristic prior to receiving a marketing communication.” In the Journal article, researchers tested eight hypotheses, among them:
  1. Purchase redemption is higher for consumers who co-produce some aspect of the marketing message:  This was found to be TRUE – for example, a test with mobile coupons found that redemption rates ranged from 16.0 percent to 37.5 percent among test cells, while non-co-produced messages produced a redemption range of 5.8 percent to 11.6 percent.
  2. Perceived customization, by way of co-production, has a direct, positive effect on attitude toward the personal media communication:  Such favorability was found to be TRUE – particularly when marketers actively “pull” or pursue and present co-production opportunities.
  3. Likewise, perceived communication serves to raise indirectly purchase intent. This also was found to be TRUE.
  4. Co-Production and customization also serve to lower perceived risk to personal media communication, in situations where risk is a moderate to high factor.  This is TRUE – perceived customization moderates the effect of perceived risk on attitude. 
EXPERTS: Three co-authors, Todd J. Bacile (Loyola University New Orleans, New Orleans, LA), Christine Ye (Westminster College, Salt Lake City, UT) and Esther Swilley (Kansas State University, Manhattan, KS) 
Journal of Interactive Marketing Editor:  Charles Hofacker (Florida State University, Tallahassee, FL) 
EDITORIAL INTERVIEW ARRANGEMENTS: Contact Chet Dalzell for editorial interview arrangements, article support and conference speaking: 917.608.2251,
WANT TO SEE THIS EDITION?  A print or soft copy of the Journal is also available to editors and reporters upon request.
About Journal of Interactive Marketing
The Journal of Interactive Marketing (JIM) is a premier academic research journal that serves as a catalyst for identifying issues and shaping ideas associated with the expanding electronic, interactive, and direct marketing environments.  JIM publishes leading-edge, high-quality and original results, methodologies, theories, concepts, models and applications on any aspect of interactive marketing. JIM has no preferred or disallowed methodologies, but is open to conceptually rigorous approaches of any type. Articles address current or emerging managerial problems and have the potential to impact practice and theory in digital marketing and related areas. For subscription information, visit:
About Marketing EDGE
Headquartered in New York City, Marketing EDGE works to Educate, Develop, Grow, and Employ college students in the field of marketing, thereby expanding and enriching the talent pool of market-ready professionals. In June 2013, in response to the shifts within the marketing field, the organization changed its name from Direct Marketing Educational Foundation (DMEF) to Marketing EDGE.  The new name better reflects how the organization serves the dynamic field of marketing; connecting with students, academics, career centers, corporations, and independent professionals; and streaming top talent into the industry.
As a 501(c)(3) nonprofit organization, tax deductible contributions from individuals and corporations are the lifeblood of Marketing EDGE.  Today, we are recognized as the only nonprofit organization solely dedicated to students through scholarships, education, career development and job placement, empowering the next generation of marketing leaders.  For additional information about Marketing EDGE, its mission and its programs, visit:
Media Contact for Marketing EDGE and Journal of Interactive Marketing:
Chet Dalzell