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

• Type: Article in International Scientific Journal
• Date: 2016

Authors

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

Journal

Title: Journal of Strategic Marketing

Vol. 24 No. 3-4

Pages: 311-326

ISSN: 0965-254X

Publisher: Taylor & Francis

Indexing

ISI Web of Knowledge - 138 Citations

Scopus - 186 Citations

Scientific classification

FOS: Social sciences

Other information

Authenticus ID: 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.

Language: English

Type (Professor's evaluation): Scientific

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