2021
DOI: 10.1093/jcr/ucab014
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How Do Platforms Empower Consumers? Insights from the Affordances and Constraints of Reclame Aqui

Abstract: Consumer feedback platforms offer consumers tools to provide feedback on their market and consumption experiences. Beyond broad prior characterizations, little is known about the specific means by which platforms affect empowerment. Elements of empowerment identified in extant studies include voice, choice, justice, inclusion, catalysis, and consciousness-raising. We research a popular Brazilian platform to learn how platforms facilitate and constrain consumer empowerment. Our approach is immersive, a more-tha… Show more

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Cited by 74 publications
(67 citation statements)
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“…So, how to empower users through the platform system? e concept of affordances provides theoretical support for this [27].…”
Section: E Eory Of Platform Affordancesmentioning
confidence: 70%
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“…So, how to empower users through the platform system? e concept of affordances provides theoretical support for this [27].…”
Section: E Eory Of Platform Affordancesmentioning
confidence: 70%
“…Platform empowerment is a combination of authorization empowerment and technological empowerment, which directly determines the quality of human-computer interaction and knowledge collaboration. Kozinets et al [27] pointed that earlier studies of consumer empowerment on the Internet were overly general and exuberant because they failed to recognize the constraining impacts of network effects, affordances, and algorithms. Mei et al [28] pointed out that the modularity, hierarchical nature of digital platform architecture design, and the dynamic nature of platform boundary resources are the empowerment mechanism for complementary innovation.…”
Section: Empowerment Eorymentioning
confidence: 99%
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“…Consumer crowdsourcing and crowdsending represent valuecreating processes that aim to fulfill consumer goals. While brands may foster or restrict specific processes through their assemblage decisions (Kozinets, Ferreira, and Chimenti 2021), they manifest only in the interplay with consumers. That is, a platform's capacity to affect (through crowdsourcing) or to be affected (through crowdsending) needs to be met with the capacity to affect or be affected on the part of the consumer (DeLanda 2016).…”
Section: From Flagship Platform Assemblage To Consumer-platform Relationshipsmentioning
confidence: 99%
“…Some platforms focus on participants' exchange of information, as in the case of Skillshare, where thousands of teachers can upload educational videos, or Komoot, where participants can record hiking or biking routes and recommend them to others. Other platforms build a strong guidance block around their main commercial operations by allowing participants to share instructional videos, blog posts, or structured product feedback and evaluation (Kozinets, Ferreira, and Chimenti 2021). Guidance blocks are typically standardized, tailored to a specific purpose, one-directional, and aim to provide clear and concise results compared with the more open and socially oriented community block.…”
Section: Epistemic Empowerment-the Guidance Blockmentioning
confidence: 99%