A co-creational perspective on consumer-organisation relationships (COR) on digital platforms in a post-truth era

Authors

DOI:

https://doi.org/10.51359/2526-7884.2023.256886

Keywords:

co-creation, content co-creation, consumer, post-truth, relationships

Abstract

Purpose: The purpose of this article is to build forth on the e-CRM and SCRM processes of customer relationship management and to propose a consumer-organisation relationships (COR) process, which is indicative of the centrality of consumer co-creation and a post-truth view. A co-creational perspective is developed and centralised in the conceptual theoretical framework for consumer-organisation relationships on digital platforms in a post-truth era.

Method: The conceptual theoretical research was conducted through a combination of systematic and integrative literature review research designs for the purposes of describing and extending existing literature.

Findings: COR confirms the role of consumer co-creation and underlines disinformation as a result of the post-truth era. The proposed co-creational perspective demonstrates prominent considerations of consumer engagement and consumer centralism. Co-creation is indicative of the complexity of managing relationships on digital platforms, due to the centrality of consumer co-creation and a post-truth view.

Originality: The article advances knowledge on consumer co-creation in a consumer-organisation relationships process. It further offers new perspectives to customer relationship management in its advancement from e-CRM and SCRM to COR, as viewed from consumer and co-creational perspectives. It is contextualised in a post-truth era with consideration of the role of disinformation in consumer-organisation relationships.

Author Biographies

Janette Hanekom, 1University of South Africa, Pretoria, South Africa

Janette Hanekom holds a Dlitt et Phil degree in Communication Science from the University of South Africa (Unisa). She is a Senior Lecturer in the Department of Communication Science at Unisa where she teaches Organisational Communication. She specialises in Organisational Communication, specifically marketing communication, digital communication, consumer behaviour and social media communication.

Christelle Swart, University of South Africa, Pretoria, South Africa

Christelle Swart is a senior lecturer at the University of South Africa (Unisa), Department of Communication Science, and holds a D Litt et Phil (Communication) degree from this department and university. Her research interests fall within the Communication and Marketing fields, with specific emphasis on integrated communication, corporate communication, public relations, corporate branding, social media and brand communication, in various organisational contexts. 

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Published

2023-06-19

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Vol. 7 No. 1 (2023): january-december

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