Electronic Thesis and Dissertation Repository


Master of Arts


Media Studies


Alison Hearn


In contemporary marketing, corporations often work to induce consumers to participate in co-creating their brand value. Consumers, therefore, can be considered marketers, who are then used by marketing managers to create competitive advantage and market opportunities. Through processes of co-creation, companies also obtain valuable information about consumer preferences and values, which, in turn, can lower production costs. This thesis uses Coca-Cola as a case study to explore the ways international companies work to incorporate elements of Chinese culture and employ Chinese social media platforms in their promotional messages and activities in order to encourage Chinese consumers to co-create their brand value. The thesis contends that the brand value co-creation process has many implications for Chinese society, including accelerating transformations in Chinese consumers’ cultural values and identities.