Cocriação de valor no soundcloud
uma abordagem netnográfica
DOI:
https://doi.org/10.5585/remark.v22i5.22476Palavras-chave:
Lógica Dominante de Serviço; Plataformas Digitais; Cocriação de valor; SoundCloud. Indústria CriativaResumo
Objetivo: Sob a perspectiva de microfundamentos de cocriação de valor e utilizando uma abordagem netnográfica, este estudo tem como objetivo analisar o engajamento de atores em uma pequena comunidade no SoundCloud.
Método: foi adotada uma abordagem netnográfica.
Principais resultados: Elementos referentes aos objetivos e à integração de recursos que os atores contribuem para a plataforma e seu significado emergiu dos resultados.
Contribuição: Este estudo contribui para o debate sobre a cocriação de valor em plataformas digitais, sugerindo que a geração de valor ocorre por meio da combinação agregada de recursos, permitindo que a simbologia da cocriação de valor seja interpretada pelos atores à luz de seu contexto social.
Relevância: O Soundcloud caracteriza-se como uma plataforma de divulgação de conteúdo musical emergente voltado para usuários early adopters. Até o momento, estudos quantitativos baseados no conteúdo de cada comentário ou análise discursiva indicam a existência de conexões superficiais e geograficamente concentradas nessa plataforma. No entanto, essa abordagem pode deturpar a riqueza de significados que o conjunto de interações sinaliza aos atores em termos de engajamento da rede.
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