A co-creational perspective on consumer-organisation relationships (COR) on digital platforms in a post-truth era

Abstract

Purpose: The purpose of this article is to build forth on the e-CRM and SCRM processes of customer relationship management and to propose a consumer-organisation relationships (COR) process, which is indicative of the centrality of consumer co-creation and a post-truth view. A co-creational perspective is developed and centralised in the conceptual theoretical framework for consumer-organisation relationships on digital platforms in a post-truth era.Method: The conceptual theoretical research was conducted through a combination of systematic and integrative literature review research designs for the purposes of describing and extending existing literature.Findings: COR confirms the role of consumer co-creation and underlines disinformation as a result of the post-truth era. The proposed co-creational perspective demonstrates prominent considerations of consumer engagement and consumer centralism. Co-creation is indicative of the complexity of managing relationships on digital platforms, due to the centrality of consumer co-creation and a post-truth view. Originality: The article advances knowledge on consumer co-creation in a consumer-organisation relationships process. It further offers new perspectives to customer relationship management in its advancement from e-CRM and SCRM to COR, as viewed from consumer and co-creational perspectives. It is contextualised in a post-truth era with consideration of the role of disinformation in consumer-organisation relationships.