How to engage customers in co-creation: customers’ motivations for collaborative innovation

Abstract

The term 'customer engagement' has been increasingly used in academic marketing literature. Empowered by the rise of the internet, customers are no longer a 'passive audience' but 'active co-producers' and engage in behaviours that strengthen their relationship with the product, company or brand, such as collaborating to co-create value through innovation. However, few studies exist on collaborative innovation and how to engage customers in co-creation, namely in specific virtual environments. Drawing on insights from product innovation and virtual communities, our study seeks to understand why customers participate voluntarily and freely in co-creation online activities, by testing a conceptual model which considers an integrated set of motivations for members to engage in collaborative innovation. On a managerial level, our study intends to provide valuable insights to firms on how to create an experience to engage consumers in co-creation in virtual communities.

Non-monetary social and network value: understanding the effects of non-paying customers in new media

“…In a longitudinal study of restaurant reviewers the authors find that although receiving positive feedback increases the probability that a novice reviewer will continue to produce reviews, this was not found to have any detectable effect on the productivity of established reviewers, or whether they continued to produce reviews at all. Fernandes and Remelhe (2015), in their paper titled 'How to Engage Customers in Co-Creation: Customers' Motivations for Collaborative Innovation' test a model, which considers an integrated set of consumer motivations for engaging, freely and voluntarily, in specific online collaborative innovation activities. Our Special Issue concludes with the paper titled 'Co-Governance in the Consumer Engagement Process: Facilitating Multi-beneficial Value Creation' by Rӧndell, Sӧrhammar and Gidhagen (2015).…”

Drivers of Customer Brand Engagement and Value Co-Creation in China: A Prioritization Approach

“…Jaakkola and Alexander (2014) posit that customer engagement behaviors are exclusively driven by the customers' own purposes and intentions instead of those generated by the firm. Customers' motives to engage in co-ideation, co-creation, or word-of-mouth activities arise from the customer's evaluation of the costs compared to the benefits (Hoyer et al, 2010), from pecuniary motives (Zwass, 2010), from social motives (Antikainen, 2011) and egocentric, altruistic, and opportunity-(or goal-) related motives (Roberts et al 2014) or generally from a combination of intrinsic and extrinsic motives (Vivek et al, 2012;Füller, 2010). Those motives, however, are usually analyzed from the customer's side and the ability of the companies or brands to engage customers in innovation opportunities and the agility of the brands in this sense in the marketplace is not really considered.…”

“…Co-creation is considered as an important manifestation of customer engagement behaviors (Fernandes and Remelhe, 2016). The latter is defined as 'customers' behavioral manifestations toward a brand or a firm, beyond purchase, resulting from motivational drivers (Van Doorn et al, 2010).…”

“…Therefore, identifying both the brand based and customer based driving factors of customer engagement in value co-creation is crucial in order to maximize the compelling reason for potential contributors to participate in co-creation activities. In order to do so, companies primarily need to find out what consumers expect from co-creation (Fernandes and Remelhe, 2016) and what are the brands' efforts that influence those motivations.…”

“…Some other researches have addressed customers' motives to engage in co-ideation, cocreation, or word-of-mouth activities and have focused on the motivational nature of customer engagement in collaborative product development (Zwass, 2010;Füller, 2010;Antikainen, 2011;Vivek et al, 2012;Roberts et al 2014). Few researches have investigated and examined the key factors that influence value co-creation (e.g., Chesbrough, 2003;Prahalad & Ramaswamy, 2004).…”