A Proposed Framework of Market-Oriented Ethnography (MOE) Approach to Study Co-Creation of Content Through Product Storytelling

Abstract The article aims to understand the product storytelling process while co-creating the content with suppliers and consumers for an end-to-end brand experience by integrating stages of storytelling with S-D logic actors and activities, using the DART value creation model. Marketing-oriented ethnography was conducted for thirty days for the research needs of this study. We collected findings of in-depth interviews with various stakeholders of two organizations. The data analysis resulted in a unified framework of different activities performed by suppliers, organizations, and consumers at various product storytelling stages. We find that suppliers focused on sensory, affected, and relational dimensions; the organization emphasized cognitive, relational, and behavioral dimensions, and consumers aimed at sensory, behavioral, cognitive, relational, and affective dimensions. The framework states that different brand experience dimensions can be understood by multiple stakeholders while co-creating the content.