Chinese Web Fiction: A Critical Analysis of Customer Engagement and Value Co-Creation From the Perspective of S-D Login in the Age of Digitization

An, Liya (2025) Chinese Web Fiction: A Critical Analysis of Customer Engagement and Value Co-Creation From the Perspective of S-D Login in the Age of Digitization. Doctoral thesis, University of Wales Trinity Saint David.

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Abstract

This study explores customer engagement (CE) and value co-creation within Chinese web fiction communities, a rapidly growing cultural phenomenon that has attracted millions of readers both in China and globally. Using S-D logic-informed customer engagement as a theoretical framework, the research examines how these digital communities, characterized by high interactivity and strong customer-producer relationships, foster engagement and co-creation. Adopting a constructivist research paradigm and utilizing abductive reasoning, the study employs an embedded case study strategy. Data were collected through purposive sampling, involving 21 participants, including 8 in-depth interviews and 2 focus groups, and analysed using thematic analysis. Ethical considerations ensured participant confidentiality and methodological rigor. The research reveals CE's dynamic nature. Three key drivers of customer engagement are identified: self - motivated labour, co - creation infrastructure, and brand - centric interpretive communities. The outcomes of CE are categorized into three dimensions: Positive Transformation Value (PTV), Emotional Resonance Value (ERV), and Constituent Co - Creative Value (CCV), highlighting the platform's roles in personal growth, community engagement, and cultural expression. A customer typology (Transformation Seekers, Emotional Connectors, Co - creators, and Integrated Value Seekers) is developed, and cultural factors like ‘Collective Participation’, ‘Striving Spirit’, and ‘the Pursuit of Moral and Educational Enrichment’ significantly shape engagement. Theoretically, this study enriches S - D logic by integrating cultural elements into the CE framework, offering a multi - dimensional view that challenges unidimensional models. Practically, it provides actionable strategies for platform managers. They can enhance user participation by leveraging key themes and understanding cultural factors, tailoring content to boost platform performance. However, limitations include a focus on educated participants and lack of cross - cultural exploration. The model emphasizes positive value, overlooking potential negatives. Future research should address these aspects. Overall, this study offers valuable insights for digital community management and engagement strategies.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	Customer Engagement (CE); Value Co-creation; Service-Dominant Logic (S-D logic); Digital Communities; Thematic Analysis; Cultural Factors; Engagement Strategies
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > PL Languages and literatures of Eastern Asia, Africa, Oceania
Divisions:	Theses and Dissertations > Doctoral Theses
Depositing User:	Liya An
Date Deposited:	19 Jun 2025 13:57
Last Modified:	19 Jun 2025 13:57
URI:	https://repository.uwtsd.ac.uk/id/eprint/3772

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