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How to engage customers in co-creation: customers’ motivations for collaborative innovation
| Content Provider | Scilit |
|---|---|
| Author | Fernandes, Teresa Remelhe, Pedro |
| Copyright Year | 2015 |
| Description | The term 'customer engagement' has been increasingly used in academic marketing literature. Empowered by the rise of the internet, customers are no longer a 'passive audience' but 'active co-producers' and engage in behaviours that strengthen their relationship with the product, company or brand, such as collaborating to co-create value through innovation. However, few studies exist on collaborative innovation and how to engage customers in co-creation, namely in specific virtual environments. Drawing on insights from product innovation and virtual communities, our study seeks to understand why customers participate voluntarily and freely in co-creation online activities, by testing a conceptual model which considers an integrated set of motivations for members to engage in collaborative innovation. On a managerial level, our study intends to provide valuable insights to firms on how to create an experience to engage consumers in co-creation in virtual communities. |
| Related Links | https://repositorio-aberto.up.pt/bitstream/10216/81646/2/102047.pdf |
| Ending Page | 326 |
| Page Count | 16 |
| Starting Page | 311 |
| ISSN | 0965254X |
| e-ISSN | 14664488 |
| DOI | 10.1080/0965254x.2015.1095220 |
| Journal | Journal of Strategic Marketing |
| Issue Number | 3-4 |
| Volume Number | 24 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2016-06-06 |
| Access Restriction | Open |
| Subject Keyword | Information and Library Science Co-creation Collaborative Innovation Customer Engagement Motivations |
| Content Type | Text |
| Resource Type | Article |
| Subject | Strategy and Management Marketing |
