“Piled Higher and Deeper”: Insights into “The PhD Comics” as a Co-Creative Consumption Experience

Citation

Wohlfeil M & Solé Sanchez M (2013) “Piled Higher and Deeper”: Insights into “The PhD Comics” as a Co-Creative Consumption Experience. 10th European Association for Consumer Research Conference, Barcelona, Spain, 04.07.2013-07.07.2013. http://www.acrwebsite.org/volumes/v10e/eacr_v10_14139.pdf

Abstract
The Piled Higher and Deeper comic strips appeal to a very distinct brand community that is narrowly defined by common shared experiences as postgraduate researchers. This netnographic study explores whether, to what extent and how members of Piled Higher and Deeper brand community are getting actively involved in co-creation activities.

Keywords
PhD Comics; netnography; co-creation; brand community; user involvement; consumer behaviour; crowdsourcing; open innovation theory