Changes in the Producer-Consumer Relationship - Towards Digital Transformation

The purpose of this paper is to analyze shifts in the producer– consumer relationship resulting from the increased use of digital technologies. In this study, we aim to understand how this relationship is fundamentally changing and the role of digital technologies in such a change. Therefore, we provide a state-of-the-art review of information systems and management literature using analysis techniques borrowed from the method of grounded theory. The results of our study indicate that the constructs of digital density, digital interconnectedness, and consumer-centricity are key drivers of changes in the producer–consumer relationship. With the growing role of digital technologies in both society and organizations, our study contributes with implications for information technology and business managers, offering them insights on how to deal with this phenomenon. Finally, our study provides a useful framework for future interdisciplinary research in this field.