Keith Macky
Papers
2
Total Citations
34
H-Index
2
About
Keith Macky is a leading scholar in digital marketing and consumer behavior, with a sharp focus on the underexplored phenomenon of digital cocreated value. His work bridges critical gaps in cocreation research by isolating how value is uniquely generated through digital—rather than traditional—platforms, and by shifting attention from the cocreation process to its tangible outcomes. Macky’s most influential paper, “Demystifying consumer digital cocreated value: Social presence theory-informed framework and propositions” (2020), has garnered 32 citations, establishing a foundational framework that integrates social presence theory to explain how digital interactions shape consumer-perceived value. This contribution is pivotal for marketers and researchers seeking to understand the mechanics of value creation in online communities, social media, and virtual brand environments. Macky’s insights empower practitioners to design more engaging digital experiences and provide a theoretical lens for future empirical work. His research continues to influence the evolving dialogue on digital cocreation, making him a key voice in contemporary marketing scholarship.
Research Focus
Key Achievements
Top Papers
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