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Customer co-creation through social media: The case of ‘Crash the Pepsi IPL 2015’

Mayank Yadav, Shampy Kamboj and Zillur Rahman, Journal of Direct, Data and Digital Marketing Practice Vol. 17, No. 4 ()
Customer co-creation is a hot topic among companies as well as customers and, thorough communication between customers and companies, is believed to be central to the success of an existing/new product or service. Research has endorsed the importance of co-creation via customer participation. Social media platforms and company websites have encouraged the creation of user-generated content in this era of consumer sovereignty. This article illustrates customer co-creation through social media with the help of a recent case of ‘Crash the Pepsi IPL’ — an advertisement co-creation campaign by PepsiCo in India. This case is evidence of a paradigm shift in power from companies to consumers. It also elucidates the role of digital marketing/social media in front-end innovation. This is believed to be the first article on customer co-creation in advertising through social media in India.

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