Year: 2016
Type: conference-paper
Abstract: Increasingly companies utilize online communities and social forums to engage customers in co-creating new ideas for their products and services.Company hosted co-creation online-communities foster collective intelligence of a crowd of customers and directly benefit the company through practical new ideas on improving current or imagining new categories of products and services.Previously there has been a lot of attention on factors that may impact 'the outcome' of customers' participation in online co-creation communities.However the focus of this paper is on 'the process' of relationship development between community members, and how a company develops and maintains an effective relationship with customers on such communities.Using a social information processing (SIP) approach and an exemplary case study, this paper proposes an initial framework to explain how over time a 'hyperpersonal' relationship can be developed between the community members, which in turn may drive the value co-creation practice on company-hosted online communities.
Authors: Babak Abedin, EK Chew
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2602984254