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

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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 languageEnglish
Title of host publicationDigital Transformation for a Sustainable Society in the 21st Century
Subtitle of host publication18th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2019, Proceedings
EditorsIlias O. Pappas, Ilias O. Pappas, John Krogstie, Letizia Jaccheri, Patrick Mikalef, Yogesh K. Dwivedi, Matti Mäntymäki
PublisherSpringer Verlag
Pages13-24
Number of pages12
ISBN (Electronic)978-3-030-29374-1
ISBN (Print)978-3-030-29373-4
DOIs
Publication statusPublished - 14 Aug 2019
Event18th IFIP Conference on e-Business, e-Services, and e-Society, I3E 2019 - Trondheim, Norway
Duration: 18 Sep 201920 Sep 2019
Conference number: 18
https://www.i3e2019.com/

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume11701 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference18th IFIP Conference on e-Business, e-Services, and e-Society, I3E 2019
Abbreviated titleI3E 2019
CountryNorway
CityTrondheim
Period18/09/1920/09/19
Internet address

Keywords

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

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    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, 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 (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 11701 LNCS). Springer Verlag. https://doi.org/10.1007/978-3-030-29374-1_2