Exploring online value destruction in consumer-to-consumer engagement

Refaie, Noha (2021) Exploring online value destruction in consumer-to-consumer engagement. PhD thesis, University of Glasgow.

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Abstract

The current study advances the understanding of value destruction by conceptualising consumer-to-consumer online value destruction, explaining why and how consumers engage in it, and its consequences. Consumer empowerment is prominent in the utilisation of digital platforms. Engaged consumers seek information and share experiences with others, but their engagement in consumption-related activities online, such as product reviewing, can destroy value rather than create it. Value destruction research mostly focuses on providerinvolving interactions, which invokes a service orientation. By employing consumer-dominant logic, this study’s approach proposes a reorientation in value destruction conceptualisation to capture consumer-oriented insights which broadens perspective on the notion.

This study adopts a multi-method qualitative design by employing netnography to examine consumers’ online value-destroying behaviour in Amazon reviews and consumer-created Facebook pages. This was followed by 18 semi-structured interviews with consumers who had engaged in online value-destroying behaviour.

This study understands the nature, drivers, forms and consequences of consumerto-consumer online value destruction and introduces the factors potentially influencing online value destruction. It conceptualises consumer-to-consumer online value destruction as a process that reveals the roles of consumer engagement dimensions (cognitive, emotional and behavioural) before, during and after online value destruction. A key contribution is proposing that there is a positive element within the process of value destruction that is built on consumer collegiality and wellbeing. The current study also offers managerial implications and recommendations for mitigating and handling online value destruction.

Item Type: Thesis (PhD)
Subjects: H Social Sciences > HF Commerce
Colleges/Schools: College of Social Sciences > Adam Smith Business School
Supervisor's Name: Anker, Dr. Thomas and Finch, Professor John
Date of Award: 2021
Depositing User: Theses Team
Unique ID: glathesis:2021-82383
Copyright: Copyright of this thesis is held by the author.
Date Deposited: 12 Aug 2021 15:24
Last Modified: 12 Aug 2021 15:31
Thesis DOI: 10.5525/gla.thesis.82383
URI: http://theses.gla.ac.uk/id/eprint/82383

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