Abstract
PurposeThe purpose of this paper is to explore the social and personal drivers of co-creation in children.Design/methodology/approachA sample of 463 children aged between 7 and 13 years were recruited. Using electronic event-based diaries, 2,631 entries were captured during an 18-month period.FindingsData from 861 entries identified a series of anomalous external social and personal factors that drove children to engage in co-creation. These were for maintaining external relationships, dealing with addiction to the co-creation process and dealing with personal loneliness.Research limitations/implicationsThe study reveals new, unconventional and gender-specific behaviours that might assist marketers in understanding children’s complex relationships with co-creation and brands.Originality/valueTo the best of the authors’ knowledge, this is the first study of its kind to examine children’s social and personal drives to engage in co-creation.
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