TY - JOUR
T1 - Customer motives and benefits for participating in online co-creation activities
AU - Constantinides, Efthymios
AU - Brünink, Leonine A.
AU - Lorenzo-Romero, Carlota
PY - 2015
Y1 - 2015
N2 - The widespread adoption of Web 2.0 applications, commonly known as social media, has brought about a new generation of empowered customers who are often willing to co-create by sharing their experiences, product knowledge and innovative ideas with producers. They provide inputs in the form of ideas, suggestions or testing in new product development trajectories. Co-creation with customers obliges businesses to step away from the traditional firm-centric view of innovation and presents marketers with interesting challenges: How to identify, motivate and recruit the most innovative customers in co-creation processes. A pilot questionnaire based on the uses and gratification approach identifies the motivators for customers to participate in online co-creation. The results indicate that customer participation in co-creation projects is motivated by four distinct types of benefits and also that co-creating customers differ in their motivational level. The paper also discusses ideas for follow-up studies and presents suggestions for further research
AB - The widespread adoption of Web 2.0 applications, commonly known as social media, has brought about a new generation of empowered customers who are often willing to co-create by sharing their experiences, product knowledge and innovative ideas with producers. They provide inputs in the form of ideas, suggestions or testing in new product development trajectories. Co-creation with customers obliges businesses to step away from the traditional firm-centric view of innovation and presents marketers with interesting challenges: How to identify, motivate and recruit the most innovative customers in co-creation processes. A pilot questionnaire based on the uses and gratification approach identifies the motivators for customers to participate in online co-creation. The results indicate that customer participation in co-creation projects is motivated by four distinct types of benefits and also that co-creating customers differ in their motivational level. The paper also discusses ideas for follow-up studies and presents suggestions for further research
KW - n/a OA procedure
U2 - 10.1504/IJIMA.2015.068346
DO - 10.1504/IJIMA.2015.068346
M3 - Article
SN - 1477-5212
VL - 9
SP - 21
EP - 48
JO - International journal of internet marketing and advertising
JF - International journal of internet marketing and advertising
IS - 1
ER -