Piled Higher and Deeper: Insights into 'The PhD Comics' as a Co-Creative Consumption Experience

Wohlfeil, Markus and Solé, Mar (2013) Piled Higher and Deeper: Insights into 'The PhD Comics' as a Co-Creative Consumption Experience. In: 10th European Association for Consumer Research Conference, 2013-07-04 - 2013-07-06, IESE Barcelona.

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Abstract

The Piled Higher and Deeper comic strips appeal to a very distinct brand community that is narrowly defined by common shared experiences as postgraduate researchers. This netnographic study explores whether and to what extent members of Piled Higher and Deeper brand community are getting actively involved in co-creation activities.

Item Type:	Conference or Workshop Item (Poster)
Uncontrolled Keywords:	phd comics,brand community,co-creation,prosumption,crowdsourcing,comic book fandom,comics,social media,user involvement,experiential consumption,netnography,discourse analysis
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019)
Depositing User:	Pure Connector
Date Deposited:	05 Feb 2014 12:00
Last Modified:	23 Aug 2021 23:43
URI:	https://ueaeprints.uea.ac.uk/id/eprint/47417
DOI:

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