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

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...

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Bibliographic Details
Published in:Journal of strategic marketing 2016-06, Vol.24 (3-4), p.311-326
Main Authors: Fernandes, Teresa, Remelhe, Pedro
Format: Article
Language:English
Subjects:
Academic marketing
co-creation
Collaboration
collaborative innovation
customer engagement
Customer relations
Customers
Innovations
Motivation
motivations
Studies
Virtual communities
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Summary: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.
ISSN:0965-254X
1466-4488
DOI:10.1080/0965254X.2015.1095220