Care About Your Customer: A Use and Gratification Study Regarding Co-creation and Customer Engagement on Facebook

Patrick Cornelissen; Robin Effing; Ton A.M. Spil

doi:10.1007/978-3-030-29374-1_2

Care About Your Customer: A Use and Gratification Study Regarding Co-creation and Customer Engagement on Facebook

Patrick Cornelissen, Robin Effing^*, Ton A.M. Spil

^*Corresponding author for this work

Industrial Engineering & Business Information Systems

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

3 Citations (Scopus)

36 Downloads (Pure)

Abstract

Companies and their brands initiated various Co-creation practices on social media. Co-creation improves value for both companies and their customers. This study explored the customer perspective of interest for participating in such Co-creation opportunities on Facebook. Drawing upon the Use and Gratification Theory we investigated the intention of customers to take part in Co-creation on Facebook. We related people’s Co-creation behaviour to the expectancy of satisfaction or reward for their actions. Customer Engagement is an additional concept that expresses the emotional attachment of customers to brands and companies. Underlying reasons were investigated why customers would consider taking part in Co-creation. The quantitative survey inquired customers about their expected Benefits, level of Customer Engagement and their intention for taking part in Co-creation with companies on Facebook. Our results showed that Customer Engagement can be considered as the most important predictor for the intention to Co-create instead of User Gratification. Hedonic Benefits are the most important drivers for User Gratification, playing a key role in the people’s intention for taking part in Co-creation practices. Overall, people’s intention for Co-creation on Facebook increases when they have a meaningful and pleasurable way of experiencing the companies’ products that concern them.

Original language	English
Title of host publication	Digital Transformation for a Sustainable Society in the 21st Century
Subtitle of host publication	18th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2019, Proceedings
Editors	Ilias O. Pappas, John Krogstie, Letizia Jaccheri, Patrick Mikalef, Yogesh K. Dwivedi, Matti Mäntymäki
Publisher	Springer
Pages	13-24
Number of pages	12
ISBN (Electronic)	978-3-030-29374-1
ISBN (Print)	978-3-030-29373-4
DOIs	https://doi.org/10.1007/978-3-030-29374-1_2
Publication status	Published - 14 Aug 2019
Event	18th IFIP Conference on e-Business, e-Services, and e-Society, I3E 2019 - Trondheim, Norway Duration: 18 Sept 2019 → 20 Sept 2019 Conference number: 18 https://www.i3e2019.com/

Publication series

Name	Lecture Notes in Computer Science
Publisher	Springer
Volume	11701
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	18th IFIP Conference on e-Business, e-Services, and e-Society, I3E 2019
Abbreviated title	I3E 2019
Country/Territory	Norway
City	Trondheim
Period	18/09/19 → 20/09/19
Internet address	https://www.i3e2019.com/

Keywords

Co-creation
Consumer engagement
Customer Engagement
Facebook
Social Media
Social network sites
Use and Gratification Theory

Access to Document

10.1007/978-3-030-29374-1_2

Cite this

Cornelissen, P., Effing, R., & Spil, T. A. M. (2019). Care About Your Customer: A Use and Gratification Study Regarding Co-creation and Customer Engagement on Facebook. In I. O. Pappas, J. Krogstie, L. Jaccheri, P. Mikalef, Y. K. Dwivedi, & M. Mäntymäki (Eds.), Digital Transformation for a Sustainable Society in the 21st Century: 18th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2019, Proceedings (pp. 13-24). (Lecture Notes in Computer Science; Vol. 11701). Springer. https://doi.org/10.1007/978-3-030-29374-1_2

Cornelissen, Patrick ; Effing, Robin ; Spil, Ton A.M. / Care About Your Customer : A Use and Gratification Study Regarding Co-creation and Customer Engagement on Facebook. Digital Transformation for a Sustainable Society in the 21st Century: 18th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2019, Proceedings. editor / Ilias O. Pappas ; John Krogstie ; Letizia Jaccheri ; Patrick Mikalef ; Yogesh K. Dwivedi ; Matti Mäntymäki. Springer, 2019. pp. 13-24 (Lecture Notes in Computer Science).

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title = "Care About Your Customer: A Use and Gratification Study Regarding Co-creation and Customer Engagement on Facebook",

abstract = "Companies and their brands initiated various Co-creation practices on social media. Co-creation improves value for both companies and their customers. This study explored the customer perspective of interest for participating in such Co-creation opportunities on Facebook. Drawing upon the Use and Gratification Theory we investigated the intention of customers to take part in Co-creation on Facebook. We related people{\textquoteright}s Co-creation behaviour to the expectancy of satisfaction or reward for their actions. Customer Engagement is an additional concept that expresses the emotional attachment of customers to brands and companies. Underlying reasons were investigated why customers would consider taking part in Co-creation. The quantitative survey inquired customers about their expected Benefits, level of Customer Engagement and their intention for taking part in Co-creation with companies on Facebook. Our results showed that Customer Engagement can be considered as the most important predictor for the intention to Co-create instead of User Gratification. Hedonic Benefits are the most important drivers for User Gratification, playing a key role in the people{\textquoteright}s intention for taking part in Co-creation practices. Overall, people{\textquoteright}s intention for Co-creation on Facebook increases when they have a meaningful and pleasurable way of experiencing the companies{\textquoteright} products that concern them.",

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booktitle = "Digital Transformation for a Sustainable Society in the 21st Century",

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Cornelissen, P, Effing, R & Spil, TAM 2019, Care About Your Customer: A Use and Gratification Study Regarding Co-creation and Customer Engagement on Facebook. in IO Pappas, J Krogstie, L Jaccheri, P Mikalef, YK Dwivedi & M Mäntymäki (eds), Digital Transformation for a Sustainable Society in the 21st Century: 18th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2019, Proceedings. Lecture Notes in Computer Science, vol. 11701, Springer, pp. 13-24, 18th IFIP Conference on e-Business, e-Services, and e-Society, I3E 2019, Trondheim, Norway, 18/09/19. https://doi.org/10.1007/978-3-030-29374-1_2

Care About Your Customer: A Use and Gratification Study Regarding Co-creation and Customer Engagement on Facebook. / Cornelissen, Patrick; Effing, Robin ; Spil, Ton A.M.
Digital Transformation for a Sustainable Society in the 21st Century: 18th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2019, Proceedings. ed. / Ilias O. Pappas; John Krogstie; Letizia Jaccheri; Patrick Mikalef; Yogesh K. Dwivedi; Matti Mäntymäki. Springer, 2019. p. 13-24 (Lecture Notes in Computer Science; Vol. 11701).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

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N2 - Companies and their brands initiated various Co-creation practices on social media. Co-creation improves value for both companies and their customers. This study explored the customer perspective of interest for participating in such Co-creation opportunities on Facebook. Drawing upon the Use and Gratification Theory we investigated the intention of customers to take part in Co-creation on Facebook. We related people’s Co-creation behaviour to the expectancy of satisfaction or reward for their actions. Customer Engagement is an additional concept that expresses the emotional attachment of customers to brands and companies. Underlying reasons were investigated why customers would consider taking part in Co-creation. The quantitative survey inquired customers about their expected Benefits, level of Customer Engagement and their intention for taking part in Co-creation with companies on Facebook. Our results showed that Customer Engagement can be considered as the most important predictor for the intention to Co-create instead of User Gratification. Hedonic Benefits are the most important drivers for User Gratification, playing a key role in the people’s intention for taking part in Co-creation practices. Overall, people’s intention for Co-creation on Facebook increases when they have a meaningful and pleasurable way of experiencing the companies’ products that concern them.

AB - Companies and their brands initiated various Co-creation practices on social media. Co-creation improves value for both companies and their customers. This study explored the customer perspective of interest for participating in such Co-creation opportunities on Facebook. Drawing upon the Use and Gratification Theory we investigated the intention of customers to take part in Co-creation on Facebook. We related people’s Co-creation behaviour to the expectancy of satisfaction or reward for their actions. Customer Engagement is an additional concept that expresses the emotional attachment of customers to brands and companies. Underlying reasons were investigated why customers would consider taking part in Co-creation. The quantitative survey inquired customers about their expected Benefits, level of Customer Engagement and their intention for taking part in Co-creation with companies on Facebook. Our results showed that Customer Engagement can be considered as the most important predictor for the intention to Co-create instead of User Gratification. Hedonic Benefits are the most important drivers for User Gratification, playing a key role in the people’s intention for taking part in Co-creation practices. Overall, people’s intention for Co-creation on Facebook increases when they have a meaningful and pleasurable way of experiencing the companies’ products that concern them.

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KW - Social Media

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Cornelissen P, Effing R , Spil TAM. Care About Your Customer: A Use and Gratification Study Regarding Co-creation and Customer Engagement on Facebook. In Pappas IO, Krogstie J, Jaccheri L, Mikalef P, Dwivedi YK, Mäntymäki M, editors, Digital Transformation for a Sustainable Society in the 21st Century: 18th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2019, Proceedings. Springer. 2019. p. 13-24. (Lecture Notes in Computer Science). doi: 10.1007/978-3-030-29374-1_2

Care About Your Customer: A Use and Gratification Study Regarding Co-creation and Customer Engagement on Facebook

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