How to engage customers in co-creation: customers'€™ motivations for collaborative innovation

• Tipo: Artigo em Revista Científica Internacional
• Data: 2016

Autores

Teresa Fernandes (Autor) FEP; Pedro Remelhe (Autor) FEP

Revista

Título: Journal of Strategic Marketing

Vol. 24 Nº 3-4

Páginas: 311-326

ISSN: 0965-254X

Editora: Taylor & Francis

Indexação

ISI Web of Knowledge - 138 Citações

Scopus - 200 Citações

Classificação Científica

FOS: Ciências sociais

Outras Informações

ID Authenticus: P-00K-4K8

DOI: 10.1080/0965254x.2015.1095220

Abstract (EN): The term “customer engagement” (CE) 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 voluntary 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.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Notas: Special Issue on Non-Monetary Social and Network Value: Understanding the Effects of Non-Paying Customers in New Media