Unraveling prosumption: transformative trajectories in social media

Purpose This study aims to examine the trajectories through which individuals evolve into prosumers, focusing on the transition from personal practices to collective influence through social media. Design/methodology/approach This study used a multimethod qualitative approach, combining netnography and in-depth interviews, to analyze prosumer profiles on Instagram and YouTube. This allowed for real-time observation of prosumption activities, interactions and the development of practices within digital communities. Findings The findings reveal a transformation trajectory comprising three interconnected spheres of prosumption: individual prosumption, collective prosumption and professional prosumption. Each sphere is associated with specific triggers, skill development, challenges and accomplishments. Based on these dimensions, the authors introduce the Prosumer Trajectory Framework. Research limitations/implications This study contributes to the prosumption literature by mapping distinct developmental pathways and highlighting the diverse motivations and processes that shape prosumption within digital environments. Practical implications The insights offer practical value to companies and managers seeking to engage with prosumers. By understanding the different stages of their trajectories, organizations can design targeted actions and foster strategic partnerships. Social implications This study highlights the growing cultural influence of prosumers, demonstrating how social media facilitates community building and enhances consumer agency in shaping collective influence. Originality/value By delineating the spheres of the prosumer trajectory, this research advances the conceptualization of prosumption as a transformative process. It offers a unique perspective on how individual, offline practices evolve into digital, public and potentially professional forms of engagement within the contemporary marketplace.