From a social constructivist perspective (SCP) we analyse TV-commercials’ success. We address the following questions: Does the customer co-create meaning, and, more specific, is a commercial more successful if a customer plays a co-creating role? If so, both the customer and her experience, as well as the commercial, play a significant part in explaining the commercial’s success. As independent constructs to explain commercials’ success we used storytelling, indicating the commercial’s part, and experiential conclusiveness, indicating the customer’s part. We found support that the customer and seller via the commercial co-create meaning and coordinate their activities.
| Identifer | oai:union.ndltd.org:DRESDEN/oai:qucosa:de:qucosa:17060 |
| Date | 23 January 2018 |
| Creators | Löbler, Helge, Maier, Markus, Markgraf, Daniel |
| Contributors | Universität Leipzig |
| Source Sets | Hochschulschriftenserver (HSSS) der SLUB Dresden |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/acceptedVersion, doc-type:conferenceObject, info:eu-repo/semantics/conferenceObject, doc-type:Text |
| Source | Paper as presented at the ICRM 2005, St. John's / Canada |
| Rights | info:eu-repo/semantics/openAccess |
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