Turning Consumers into Collaborators

Seongun Jeon; Chi Hoang; Vaishnavi Kale; Yanze Zhang

Turning Consumers into Collaborators

Seongun Jeon
, Chi Hoang
, Vaishnavi Kale
, Yanze Zhang

School of Intelligent Finance and Business

TBS Education - Barcelona
ESCP Business School - London
Erasmus University Rotterdam

Research output: Contribution to conference › Paper › peer-review

Original language	English
Pages	838-841
Publication status	Published - 24 Feb 2026
Event	2026 AMA Winter Academic Conference: Bridging at the Frontiers: Marketing for a World in Transition - Madrid, Spain Duration: 13 Feb 2026 → 15 Feb 2026 https://www.ama.org/events/academic/2026-ama-winter-academic-conference/

Conference

Conference	2026 AMA Winter Academic Conference
Country/Territory	Spain
City	Madrid
Period	13/02/26 → 15/02/26
Internet address	https://www.ama.org/events/academic/2026-ama-winter-academic-conference/

Cite this

@conference{a2d66c2a9b7d451f8e44b0058872ff1d,

title = "Turning Consumers into Collaborators",

author = "Seongun Jeon and Chi Hoang and Vaishnavi Kale and Yanze Zhang",

note = "Competitive Paper; 2026 AMA Winter Academic Conference : Bridging at the Frontiers: Marketing for a World in Transition ; Conference date: 13-02-2026 Through 15-02-2026",

year = "2026",

month = feb,

day = "24",

language = "English",

pages = "838--841",

url = "https://www.ama.org/events/academic/2026-ama-winter-academic-conference/",

}