Co-creation and ambiguous ownership within virtual communities: the case of the Machinima community
Author:
Affiliation:
1. De Montfort University; The Gateway Leicester LE1 9BH UK
2. Department of Marketing; University of Otago; PO Box 56 Dunedin 9054 New Zealand
Publisher
Wiley
Subject
Applied Psychology,Social Psychology
Reference67 articles.
1. Academy of Machinima Arts and Sciences 2008 www.machinima.org
2. Brands: a critical perspective;Arvidsson;Journal of Consumer Culture,2005
3. The service-dominant logic and the futu re of marketing;Ballantyne;Journal of the Academy of Marketing Science,2008
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