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

Markus Wohlfeil, Mar Solé

Research output: Contribution to conferencePosterpeer-review

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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.
Original languageEnglish
Publication statusPublished - 2013
Event10th European Association for Consumer Research Conference - IESE Barcelona, Barcelona, Spain
Duration: 4 Jul 20136 Jul 2013

Conference

Conference10th European Association for Consumer Research Conference
Country/TerritorySpain
CityBarcelona
Period4/07/136/07/13

Keywords

  • PhD Comics
  • Brand Community
  • Co-Creation
  • Prosumption
  • Crowdsourcing
  • Comic Book Fandom
  • Comics
  • Social Media
  • User Involvement
  • experiential consumption
  • Netnography
  • Discourse Analysis

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