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Social Capital-Related Co-Production In A Marketplace, Lynne Ann Pryor

College of Business: Dissertations, Theses, and Student Research

This study employs a social capital perspective and critical ethnographic methods to investigate the operation of co-production in a socially-rich marketplace. The phenomenon of interest is a form of co-production between and among marketers and consumers that is related to social capital (referred to herein as social capital-related coproduction or SCRC). By examining a more complex form of co-production than typically depicted in the marketing literature, this research extends knowledge about the nature, boundaries, and effects of co-production.

Moreover, the concept of SCRC is useful to gain insights about how social and commercial elements may interact in marketplaces. It contributes …