Customers’ co-creation experience in online communities: Antecedents and Outcomes
Year: 2021
Type: conference-paper
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.
Authors: Nohutlu, Zeynep Didem, Englis, Basil G., Groen, Arend J.; id_orcid 0000-0002-0888-5427, Constantinides, Efthymios ; id_orcid 0000-0002-9396-7071
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7037085585