C2C relationships and the co-creation of value : A mixed method study of the streaming industry

Sammanfattning: Music- and video consumption has rapidly changed during the last years and a growing number of consumers use different streaming services which allow for greater interaction with other users than was previously possible. Meanwhile a growing focus within the scientific world has been placed on consumers’ ability to co-create value with other users. A mixed method study was consequently conducted to investigate how streaming companies help consumers co-create value by facilitating customer-to-customer relationships. The qualitative approach showed that there was a clear ambition by streaming companies to utilize C2C relationships to market their products and help co-create value. The quantitative approach showed, however, that their efforts were not always effective and that focusing on other aspects of streaming services may provide more value for the consumer.