Dr Marcin Wieczerzycki published an article in the Journal of Consumer Behaviour (Impact Factor: 4.4)

Dr Marcin Wieczerzycki published an article titled “Consumer Response to the Use of AI in Value Co-Creation in Online Communities—The Case of Nexus Mods“ in the Journal of Consumer Behaviour (Impact Factor: 4.4).

The aim of the study was to explore consumer attitudes toward the use of artificial intelligence (AI) in modding — the practice of modifying video games by players themselves, independently of developers. To achieve this, both quantitative and netnographic research was conducted within the community centered around the Nexus Mods platform. The findings show that although AI is a controversial topic among users, mods created with the help of this technology generate significant interest. Players are more willing to accept the use of AI when it is employed by other consumers in the process of value co-creation, rather than by companies seeking to reduce costs.

The paper is available at: https://onlinelibrary.wiley.com/doi/10.1002/cb.2509