A Phenomenological Study of the Experience of Value Co-Creation in the “I'm the Mayor” Campaign from an Open Marketing Perspective

Marketing has shifted from an organization-centered logic toward networked and multi-actor approaches, highlighting the role of external actors in strategic marketing activities. However, open marketing has been studied mainly in business contexts, with limited attention to public organizations. This study explores citizens’ lived experiences of value co-creation in Tehran Municipality’s “I Am the Mayor” campaign and examines their implications for open marketing in the public sector. Drawing on semi-structured interviews with 18 purposively selected citizens, the study adopts a phenomenological approach and reflexive thematic analysis. Five overarching themes emerged: transforming presence into citizen agency; experiencing influence in urban processes; formal recognition of citizens’ lived knowledge in shaping decisions; making sense of participation value from impact to futility; and redefining the relationship with the municipality. Participation moved beyond symbolic involvement when citizens’ knowledge, experiences, and actions influenced needs identification, proposal development, and organizational priorities. Conversely, limited transparency, responsiveness, traceability, and perceived influence contributed to value erosion and diminished trust. Open marketing in the public sector thus represents a shift from marketing “for citizens” to marketing “with citizens.”