Abstract
Understanding the phenomenon of customer co-creation in online communities is important for businesses involved in innovation trajectories, and product and service improvement efforts. The purpose of this article is to obtain an in-depth insight into the nature and impact of customers´ co-creation experiences in online communities and the effects of customer cocreation on innovation processes. This study is focused on an online co-creation community created by a market research company on behalf of a company. By means of a case study approach and through in-depth interviews, we identify the actual customer experiences and assess the degree of involvement of customer creativity and experience in new idea generation.
The results show a classification of each role the community moderator/community manager and peer online community members perform as antecedents of co-creation experience, highlight the value of group feeling/sense of community/sense of belonging, and homophily/communality in achieving that, the nature of a supportive online platform, and give an overview of positive and negative outcomes of co-creation experience.
The results show a classification of each role the community moderator/community manager and peer online community members perform as antecedents of co-creation experience, highlight the value of group feeling/sense of community/sense of belonging, and homophily/communality in achieving that, the nature of a supportive online platform, and give an overview of positive and negative outcomes of co-creation experience.
| Original language | English |
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| Number of pages | 8 |
| Publication status | Published - Jan 2021 |
| Event | 20th International Marketing Trends Conference 2021 - Venice, Italy Duration: 14 Jan 2021 → 16 Jan 2021 Conference number: 20 |
Conference
| Conference | 20th International Marketing Trends Conference 2021 |
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| Country/Territory | Italy |
| City | Venice |
| Period | 14/01/21 → 16/01/21 |