Co-creation Engagement Research Articles

A social cognitive theory of customer value co-creation behavior: evidence from healthcare

PurposeCustomer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines the viability of a social cognitive theory positing that customers' value co-creation behavior is shaped by their co-creation experience, self-efficacy, and engagement.Design/methodology/approachUsing healthcare as a case, a stratified random sample comprising 600 patients from 40 hospitals across eight metropolitan cities in an emerging economy was acquired and analyzed using co-variance-based structural equation modeling (CB-SEM).FindingsCustomers' co-creation experience has a positive impact on their co-creation self-efficacy, co-creation engagement, and value co-creation behavior. While co-creation self-efficacy and engagement have no direct influence on value co-creation behavior, they do serve as mediators between co-creation experience and value co-creation behavior, suggesting that when customers are provided with a co-creation experience, it enhances their co-creation self-efficacy and engagement, ultimately fostering value co-creation behavior.Originality/valueA theory of customer value co-creation behavior is established.

When backstage becomes frontstage? A critical ethnographic study of Norwegian recovery colleges

This study investigates the co-creation process between course facilitators and students while the course takes place at recovery colleges (RCs), emphasising the synergistic partnership where individuals with lived experience of mental health issues collaborate with professionals in course delivery. This paper focuses on understanding the dynamics of these interactions from the students’ perspectives and the dynamic shifts between the private realm and the public space. We conducted a qualitative study inspired by critical ethnography, collecting data from participatory observations in RCs at two locations and focus group interviews with students. Goffman’s dramaturgical approach guided us in examining social interactions in RC as theatrical performances with students playing specific roles, managing impressions, and navigating the front and backstage of their lives. During the analysis, we separated the data into front- and backstage contexts where we identified moments where students were actively performing a social role and moments revealing more authentic sides of themselves. We demonstrate that a RC is a stage where students can test their performance and adapt to their audience’s reactions. Uncertainty about their roles, social scripts, and the audience’s reactions lead them to switch between front- and backstage appearances, either performing a role or revealing their authentic sides. While exploring appearances, students develop social scripts aligning with their roles as performers and audience, eventually promoting security by mutual understanding of appropriate appearances. Emotional support, collaborative relationships, and group dynamics were critical factors in fostering an environment conducive to authentic participation. Challenges persist, such as vulnerability, recognizing the value of personal contributions, and establishing personal boundaries. Safety within the college environment was paramount for genuine engagement in co-creation, leading to personal and collective benefits for mental health services. The study suggests an in-depth investigation into the structural and power dynamics that shape such interactive processes within RCs.

Promoting Waterbird Conservation Behavior: The Effects of Internet Memes and Co-Creation Engagement on Biodiversity-Led Sustainability

Waterbird plays a vital role in maintaining ecosystem services and serves as a bioindicator of ecological conditions. However, people are not fully aware of the benefits waterbirds bring to ecosystem and how biodiversity conservation contributes to sustainability. This study aims to promote waterbird conservation behavior by using participatory internet memes. The internet memes feature humor and participatory culture, and they have been used to promote environmental campaigns. This study explores how co-creation engagement interacts with different types of memes regarding the online civic engagement in an animal conservation campaign and the underlying mechanisms in that process. A 3 (meme types: high humor meme without text vs. low humor meme without text vs. typical high humor meme with text) X 2 (engagement: co-creation engagement vs. non-co-creation engagement) between subject online experiment was used in this study. The results showed three causal routes—absorption, perceived humor, and perceived cuteness—that mediated the effect between high humor memes and online civic engagement. Furthermore, this study revealed under what circumstance low humor memes are effective in promoting civic engagement in environmental communication.

THE EFFECT OF BRAND VALUE CO-CREATION, BRAND TRUST, AND PERCEIVED EASE OF USE ON INVESTMENT INTEREST THROUGH ELECTRONIC WORD OF MOUTH

The contribution of MSMEs is large to the Indonesian economy, but this sector still has obstacles in obtaining capital. Therefore, referring to the Indonesian Capital Market regulations, the government through OJK (Financial Services Authority), issued Regulation Number 37/POJK.04/2018 on Crowdfunding Services through information technology-based stock offerings (Equity Crowdfunding). LandX is an ALUDI registered organizer that already has OJK license. The average level of funds raised by LandX per project is up to 4 billion. The population in this study are investors who have registered at LandX totaling 88,572 as of December 2022. Samples taken using purposive sampling. The conclusions of this study are Brand trust has a significant effect on investor interest in investing, Brand value co-creation engagement attitude has no significant effect on investor interest in investing in LandX through e-WOM, Brand value co-creation engagement behavior has a significant effect on investor interest in investing in LandX through e-WOM, Perceived ease of use has a significant effect on investor interest in investing in LandX through e-WOM and E-WOM has a significant effect on investor interest in investing in LandX.

Is visual content modality a limiting factor for social capital? Examining user engagement within Instagram-based brand communities

AbstractIn the age of virtual cocreation of value by consumers, the role of the content modality in the development of social capital has been largely overlooked. Given that different modalities lead to varied forms of digital communication, this study examines whether a predominantly visual modality can enhance social capital and improve the collective value perceived by members of an online brand community. Through quantitative analysis, this study demonstrates that the visual modality of Instagram fosters social interactions, shaping the platform’s engagement dynamics. Affect-based visual imagery is persuasive in eliciting responses that match the hedonic nature of the platform. Therefore, fostering a positive emotional connection to both the community and the brand can lead to increased loyalty. This research proposes a different perspective on the interactive social exchange that facilitates the establishment of social capital. Value cocreation engagement is not necessarily dependent on the extensiveness of information depth. Adopting an affective orientation in persuasion has shown efficacy in forming attitudes towards attitudinal objects, particularly the community and brand.

The Influence of Brand Value Co-Creation, Brand Trust, and Perceived Ease of Use on Interest In Investing Through Electronic Word of Mouth

The contribution of MSMEs to the Indonesian economy is large, but this sector still has obstacles in obtaining capital. Therefore, referring to Indonesian Capital Market regulations, the government, through the OJK (Financial Services Authority), issued Regulation Number 37/POJK.04/2018 concerning Crowdfunding Services through information technology-based share offerings (Equity Crowdfunding). LandX is an organizer registered with ALUDI which already has OJK permission. The average level of funds collected by LandX for each project is up to 4 billion. The population in this study is 88,572 investors who have registered with LandX as of December 2022. The sample was taken using purposive sampling. The conclusion of this research is that Brand trust has a significant effect on investors' investment interest, Brand value co-creation engagement attitude has no significant effect on investors' interest in investing in LandX through e-WOM, Brand value co-creation engagement behavior has a significant effect on investors' investment interest in LandX through e-WOM, Perceived ease of use has a significant effect on investors' interest in investing in LandX through e-WOM and E-WOM has a significant effect on investors' interest in investing in LandX

Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations

PurposeDigital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare. This study aims to understand patient perceptions of AI and its impact on value co-creation.Design/methodology/approachA conceptual model was developed to investigate how value co-creation operant resources (digital self-efficacy and relational service quality) impact value co-creation engagement (shared decision-making) and value co-creation outcomes (anticipatory AI value co-creation and intention to adopt AI). Data were collected from 332 respondents and analyzed using structural equation modeling.FindingsThe results indicate that the value co-creation process for AI technologies is a function of inputs, experiences and AI outputs. Operant resources were found to be positively associated with shared decision-making. However, not all operant resources directly and positively impacted AI outcomes. The indirect and positive mediated relationships through shared decision-making to AI outcomes suggest an interactive AI value co-creation process.Research limitations/implicationsAI technologies are still in early stages of consumer adoption in healthcare. Future research is warranted that investigates the validity of the model through maturing service life cycles.Practical implicationsCustomer perceptions of new digital innovations are formed in the context of previous digital experiences. Marketers need to understand how customers view their current non-AI technologies. Strong engagement and perceived value of current technologies will help ease customers into the usage of AI technologies.Originality/valueThis study investigates the unique stages of the value co-creation process for AI technologies in healthcare. The results demonstrate that the value co-creation process is a function of inputs, tech-enabled experiences and AI outputs.

Co-Creation in Health 4.0 as a New Solution for a New Era.

Previous research on co-creation in healthcare indicates that the use of co-creation in the design process of health solutions influences their greater acceptance and adaptation, resulting in greater efficiency of health services and higher usability of implemented health solutions. Analysis of adaptation and acceptance of new technologies reveals the problem of misunderstanding and the need for more trust in modern tools implemented in the healthcare system. The remedy may be the use of co-creation in the process of developing modern medical products and services. This article's main purpose is to explore the co-creation process in Health 4.0, which is understood as the development of healthcare through the application of methods and tools of the Fourth Industrial Revolution. The literature review provided insights for an analytical framework-the co-creation matrix. We analyzed the case of the Italian medical platform Paginemediche.it to reveal the actors' engagement in co-creation. The results demonstrated different levels of engagement in improving the efficiency of implementing medical and technological solutions. Both theoretical and practical analysis proved that the co-creation matrix helps more precisely define the scale and scope of co-creation in Health 4.0.

I am. Therefore, I will? Predicting customers' willingness to co-create using five-factor theory

PurposeCustomers' participation in co-creation is a prerequisite for co-creation success. To identify customer co-creators, research has shown a recent interest in the role of personality traits as predictors of customers' engagement in co-creation. However, the empirical results regarding the direction and significance of these relationships have been inconclusive. This study builds on the five-factor theory (FFT) of personality to enhance one's understanding of the nomological network that determines the relationship between personality traits and customers' willingness to co-create (WCC).Design/methodology/approachBased on a large-scale empirical study on technology-based services (TBSs) in healthcare (n = 563), the authors empirically investigate the role of the five-factor model (FFM), innate innovativeness (INI) and enduring involvement (EI) in predicting customers' WCC using partial least squares structural equation modeling (PLS-SEM).FindingsThe authors’ empirical findings show that depending on the configurational setting of the personality traits tied to the FFM, INI and EI evolve as mediators in determining customers' WCC.Originality/valueThis study is the first to introduce the FFT of personality into co-creation research. The results of this paper shed light on the relationships between personality traits, characteristic adaptations and customers' WCC.

How can we promote co-creation in communities? The perspective of health promoting professionals in four European countries

PurposeThe aim was to identify the competencies professionals need to promote co-creation engagement within communities.Design/methodology/approachCo-creation could contribute to building community capacity to promote health. Professional development is key to support co-creative practices. Participants were professionals in a position to promote co-creation processes in health-promoting welfare settings across Denmark, Portugal, France and United Kingdom. An overarching unstructured topic guide was used within interviews, focus groups, questionnaires and creative activities.FindingsThe need to develop competencies to promote co-creation was high across all countries. Creating a common understanding of co-creation and the processes involved to increase inclusivity, engagement and shared understanding was also necessary. Competencies included: How to run co-creation from the beginning of the process right through to evaluation, using feedback and communication throughout using an open action-oriented approach; initiating a perspective change and committing to the transformation of co-creation into a real-life process.Practical implicationsOverall, learning about underlying principles, process initiation, implementation and facilitation of co-creation were areas identified to be included within a co-creation training programme. This can be applied through the framework of enabling change, advocating for co-creative processes, mediating through partnership, communication, leadership, assessment, planning, implementation, evaluation and research, ethical values and knowledge of co-creative processes.Originality/valueThis study provides novel findings on the competencies needed for health promoting professionals to embed co-creative processes within their practice, and the key concerns that professionals with a position to mediate co-creation have in transferring the abstract term of co-creation into a real-world practice.

Co-creating Social Change through Citizen Science: Systematic Literature Analysis

Citizen science encompasses partnerships between professional scientists and society, opening opportunities for more active citizen engagement in co-creation of social change. Members of the scientific community and citizens are starting to experiment with digital and offline resources to collaborate with each other to solve societal problems. This article aims to discuss the possible role of citizen science in co-creating social change in society or local community settings. The article is based on systematic literature analysis. The findings* show that co‐created research might have a particularly strong impact on the wealth of society and wider outcomes in the local or regional settings. However, such cases are not very common yet. Although academic research on co-creative approaches to citizen science and stakeholder engagement is growing at a steady rate, it remains a relatively emergent domain.

Sustaining Continuous Engagement in Value Co-creation Among Individuals in Universities Using Online Platforms: Role of Knowledge Self-Efficacy, Commitment and Perceived Benefits.

Value Co-Creation (VCC) plays a major role in engaging knowledgeable individuals in a community via innovation, problem solving, and new service/product development. This study investigates the personal factors that influence individuals’ engagement in value co-creation in Higher Education Institutions (HEIs) through the use of online platforms. Some higher education institutions have successfully established or used appropriate online platforms, such as online forums, web applications, and mobile applications to engage their community in ideation or crowdsourcing as a part of the value co-creation process. On the other hand, some HEIs have failed to engage their community in value co-creation activities, and even if they managed to engage some individuals in value co-creation once, they failed to sustain these individuals’ engagement in value co-creation using online platforms. Using the Stimulus Organism Response (S-O-R) framework, this study examines the relationship between relevant personal factors (commitment and knowledge self-efficacy) and other motivational factors that provide perceived benefits with value co-creation engagement. Data was collected from 308 respondents at five Malaysian research universities. The software analysis tool Smart PLS is used for data analysis and validation. The results demonstrate that personal factors and perceived benefits as a motivational factor has a significant effect on individual engagement in value co-creation. However, the significance of these findings varies from one individual to another. The implications of these findings are discussed.

Citizen engagement in co-creation of e-government services: a process theory view from a meta-synthesis approach

PurposeThe purpose of this study is to develop an in-depth understanding of the overall process of facilitating co-creation of e-government services, focusing on the government's role in fostering citizen engagement.Design/methodology/approachThis study conducted a meta-synthesis of qualitative case studies encompassing analyses on a case-specific level followed by syntheses on a cross-study level.FindingsThrough meta-synthesis, the study developed an integrated framework, the process theory view of enabling co-creation of e-government services, illustrating how co-creation could be initiated and facilitated by the government.Research limitations/implicationsBy providing critical insights into co-creation steps, the process theory view offers a holistic theoretical understanding of enabling co-creation by identifying factors driving and motivating governments to initiate co-creation activities, interpreting the prerequisites for co-creation and the importance of impact assessment.Practical implicationsThis study offers important implications for public authorities, administrators and policymakers by helping them enhance their knowledge base on the co-creation process to facilitate a higher level of collaboration between citizens and government for effective and efficient public service delivery through e-government.Originality/valueWhile it is widely acknowledged that citizen engagement is crucial for improving and transforming the development and delivery of e-government services, it is equally recognized as a challenging and complex task. Through a meta-synthesis of qualitative case studies, this study is one of the first to develop a process theory view for offering a holistic understanding and crucial insights for addressing the concerns over the co-creation of e-government services.

Situational and personal factors influencing hospitality employee engagement in value co-creation

This study explores the situational and personal factors affecting hospitality employees’ engagement in the co-creation of value. The concept of value co-creation emerged from the general co-creation literature, and little research has assessed how situational and personal factors enhance our understanding of value creation. To explore these underlying factors, a qualitative study involving in-depth and focus group interviews was conducted at three luxury hotels in Hong Kong and Macao. The research findings indicate five situational factors and five personal factors impact cocreated value for hotel guests in the luxury sector. Insights are provided into the potential use of these factors to better manage employee engagement and the customer experience to facilitate value co-creation. The implications of the study and directions for future research are discussed.

Driving users’ behaviours and engagement in co-creating services

PurposeThis paper investigates factors that determine users’ behaviours during services co-creation, as well as those that influence their engagement in such efforts.Design/methodology/approachStudy 1 relies on partial least squares structural equation modelling and between-subjects, scenario-based experiments with 633 participants to examine users’ co-creation behaviours. Study 2 uses interactive research workshops with 38 design professionals to analyse the drivers and inhibitors of users’ co-creation engagement and the likelihood of different user types to engage in it.FindingsDispositional and demographic factors can predict users’ behaviours during services co-creation. A proposed framework details drivers and inhibitors of users’ engagement in co-creation, and a typology predicts the likelihood of different users to engage in co-creation, based on their traits and demographics. This likelihood to co-create, according to traits, then can be predicted according to elemental, compound and situational traits.Practical implicationsService providers and service designers can use these findings to design better co-creation activities for various users, build a conducive working environment and select suitable participants for co-creation activities.Originality/valueThe current study addresses the dearth of research pertaining to how to encourage users to co-create services and drive their engagement in such efforts.

A cocriação e a coprodução geram valor e satisfação ao cliente? Análise da percepção de clientes de instituições financeiras

Objetivo do estudo: O objetivo deste estudo foi analisar os efeitos da coprodução e da cocriação na cocriação de valor e na satisfação do consumidor de serviços financeiros.Metodologia/Abordagem: Utilizou-se de modelagem de equações estruturais (structural equations modeling – SEM) para a avaliação empírica do modelo teórico que investiga o valor resultante da interação na produção ou criação conjunta e se o engajamento na cocriação e na coprodução possui efeitos positivos na construção do valor e da satisfação.Principais resultados: O modelo apresentou estatísticas próximas dos valores aceitáveis, porém não suficientes para afirmar que há efeito da coprodução e da cocriação sobre o valor cocriado e a satisfação do cliente. É possível afirmar que há correlação entre as variáveis de coprodução e de Cocriação, mas o baixo poder de explicação aponta para necessidade de ajuste no modelo ou revisão dos constructos.Contribuições teóricas/metodológicas: Ressalta-se a relação entre coprodução e cocriação, pois o modelo amplia o conhecimento sobre os constructos da coprodução e da cocriação aplicadas ao contexto financeiro, com categorias e proposta de modelagem, ao refinar as ideias de coprodução, cocriação, cocriação de valor e valor percebido (LDS).Relevância/originalidade: O estudo constrói parâmetros de medição do valor cocriado na cocriação e coprodução de serviços e indica que os clientes de serviços financeiros coproduzem ou cocriam na extensão do fornecedor, e não do cliente.

A Conceptual Review on Motivations of Consumers towards Co-Creation related to New Product Development

Active consumer engagement in the new product development stage has gained the spotlight due to its ability to drill down the consumers’ needs and design market offerings, which satisfy the consumers. Hence, the consumer’s role has changed to a “prosumer” by combining the role of the producer as well as the consumer. In light of this, the concept of co-creation has evolved and subsequently gained the attention of researchers. However, it is questionable why consumers are simulated to engage in co-creation. This paper, therefore, is intended to provide a critical evaluation of literature on the motivational factors towards consumer engagement in co-creation during the new product development stage. A rigorous literature review is carried out by choosing both conceptual and empirical papers mostly published after 2005 in reputed journals in order to critically evaluate the motivational factors discussed by many authors. Based on the content analysis consumer-related factors, as well as firm related factors, are identified as the motivators of consumers towards engaging in co-creation. Subsequently, customer-related motivators are financial rewards, social benefits, technological factors, hedonic factors and altruistic factors, which can be divided as explicit and implicit factors based on the visibility and explicit nature. Nevertheless, an invitation from the company and ethics of the company are identified as the firm related motivators. Summarizing all these factors a model is presented to extend the research into a conceptual domain

SNS eWOM sentiment: impacts on brand value co-creation and trust

PurposeThe purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing their purchase intention for the brand; and explores a potential moderating effect of mavenism.Design/methodology/approachA sample of 237 college students participated in an online survey to report brand-related eWOM stories to which they were exposed and the brand trust change, brand value co-creation behavior and attitude and purchase intention in response to this exposure. The eWOM stories were content analyzed into positive vs negative eWOM. Structural equation modeling was used to test all hypotheses.FindingsParticipants reported a significantly higher level of brand value co-creation engagement behavior and more positive brand value co-creation engagement attitude and brand trust change after seeing a positive (vs negative) brand-related eWOM on SNSs. Brand trust change and value co-creation engagement attitude positively influenced purchase intention. The moderating effect of mavenism was not significant.Practical implicationsFindings suggest that brand marketers should actively monitor and respond to the sentiment of SNS-based eWOMs and establish strategies to encourage consumers to create and share positive eWOMs on SNSs.Originality/valueThis study contributes to closing the empirical gap in SNS-based eWOM research by providing support for brand-related eWOM sentiment as a significant motivational factor triggering consumers’ engagement in brand value co-creation and brand trust change on SNSs as well as purchase intention.

SERVICE QUALITY AS AN ANTECEDENT TO ENGAGEMENT IN CO-CREATION OF VALUE IN THE HEALTHCARE INDUSTRY

The purpose of this research was to examine service quality as an antecedent to customer engagement in co-creation of value in the European healthcare industry. Determining and examining the factors that encourage customers to collaborate with organizations is important because companies are having difficulty engaging their customers. Successful engagement has been found to result in increased loyalty, trust, competitive advantages, and performance. To examine the relationship, six hypotheses were developed based on an overall measure of service quality and each component of service quality. One hundred-thirty participants, who had recently experienced health care services, completed a survey to address the hypotheses. Pearson correlations and multiple regression analyses were used to examine the data. A significant and positive relationship with overall service quality and customer engagement in cocreation of value was determined. The results of this study will allow business leaders to develop improved strategies when attempting to engage customers in co-creation of value. This is the first study to examine service quality as a customer engagement factor in co-creation of value. As such, the research adds to the existing knowledge base. Keywords: Co-creation of Value, Service Quality, Health Care Industry Pages: 10-20

Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry

Purpose: The willingness of consumers to engage in co-creation activities is affected by multiple factors, including intrinsic motivation, firm-level factors, and expected outcomes of the participation in co-creation process. However, the final decision of customer engagement in co-creation is determined by the level of brand attachment and love experienced by customers, product category, and the type of needs satisfied with the object of co-creation. The current research proposes a holistic view of the abovementioned factors and variables by exploring their relationships and mutual influence.