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Abstract

Research background: The paper focuses on value co-creation and co-destruction during online consumption. The current understanding of the concept of value is based on the premise that value emerges from interactions leading to exchange among multiple actors, including customers and companies. This implies the active role of all participants and leads to diversified outcomes, both positive (value co-creation) and negative (value co-destruction). The phenomenon of value co-destruction is studied in the context of online consumption, which is particularly suitable as it allows for consumer proactivity and participation in the process of exchange.

Purpose: The first purpose of the study is the conceptualization and operationalization of value co-creation and co-destruction. The second aim is to estimate the frequency of activities that can be conceptualized as various dimensions of online value co-creation/co-destruction.

Research methodology: The empirical part presents the results of an exploratory study based on a survey (PAPI) conducted on a sample of 212 university students.

Results: The main findings suggest that although young people regularly practice online consumption, they tend to behave in a rather passive manner and their value co-creation/co-destruction behaviours are limited to mostly price and promotion related activities.

Novelty: Value co-destruction is a recent and understudied phenomenon. This paper proposes a conceptualization and operationalization of a value co-destruction concept.

The phenomenon of internet influencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of influencer marketing. Studying the impact of influencers on children is of great importance not only for marketers, but also for parents responsible for upbringing their off spring. This article presents the results of a qualitative study aimed at describing three components of the attitude (cognitive, emotional and behavioural) of children and parents towards children influencers. The methods employed in this study are focus group interviews and individual in-depth interviews with 18 participants: children aged 8–11 and their parents. During the interviews, one sample YouTube video and two TikTok children influencer videos were presented. The analysis of cognitive aspects of attitude showed that children have a higher level of awareness of product placement in infl uencer video than their parents suspect. Many parents declare that they are against such content on social media, while children see nothing wrong with promotional content and believe that it is natural. As far as the emotional aspect of attitude is concerned, parents present a wider range of emotions than children, possibly because they are less familiar with such content. Being exposed to product placement in influencer videos also impacts the behavioural aspect of attitude. Children are eager to have the promoted products, but parents are sceptical about such products and declare that they buy them only for special occasions.