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Categoría del artículo: Conceptual Paper
Publicado en línea: 30 jun 2021
Páginas: 161 - 176
Recibido: 20 feb 2020
Aceptado: 26 feb 2021
DOI: https://doi.org/10.2478/ijme-2021-0006
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© 2021 Marcin Wieczerzycki, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Comparison between three types of B2C relationship networks
| Power asymmetry | High | Medium | Low |
| Position of the company in the network structure | Central | Central | Peripheral |
| Unifying trait | Consumption of company-produced content | Brand-related consumption and production | Symbols, ways of life, rituals |
| Character | Modern ( |
In-between modern and postmodern ( |
Postmodern ( |
| Main mode of value creation | Crowdsourcing | Community projects | Creation of meaning |