Co-creating positive outcomes in higher education: are students ready for co-creation?

Kasnakoğlu, Berna Tarı; Mercan, Hande

doi:10.1080/08841241.2020.1825031

Cited by 23 publications

(10 citation statements)

References 60 publications

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“…, 2019; Balaji et al. , 2016) utilized Yi and Gong's (2013) and Tarı Kasnakoğlu and Mercan's (2020) model to measure student co-creation behavior in HE. Yi and Gong (2013) developed a scale for estimating client co-creation behavior.…”

Section: Resultsmentioning

confidence: 99%

Student roles and behaviors in higher education co-creation – a systematic literature review

Zarandi

Soares

Alves

2022

IJEM

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PurposeIn today’s global and highly competitive climate among universities, educational developers and instructors have focused more on trying to make the student experience more engaging. In this manner, student co-creation activities have recently become a major research priority in marketing and higher education (HE) research. The purpose of this study is to present a systematic review of the literature on student co-creation roles and behaviors in HE in order to map extant research on this topic and offer a consolidated view of the co-creation process and approaches that can be employed by HEIs to motivate students to co-create their HE experience.Design/methodology/approachA Preferred Reporting Items for Systematic Review and Meta-Analyses (PRISMA) approach was followed to classify, select, synthesize, analyze and assess the most relevant studies on student participation in co-creation in HE.FindingsThis study’s analysis has identified that the co-creation process in HE includes dialog, access, risk and transparency. The main approaches used by higher education institutions (HEIs) to motivate students to co-create their HE experience are student involvement, cognitive engagement, university affiliation and emotional engagement. Our review also shows that student co-creation behaviors are mainly participation and citizenship behavior, and their co-creation roles include those of co-producers, participants, change agents and partners.Originality/valueThis systematic literature review analyses and critically discusses the state of the art in student co-creation roles in HE and the approaches HEIs use. By providing a map of existing research, the paper contributes both to the clarification of student co-creation roles and behaviors in HE and the identification of research gaps and opportunities for further research.

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Section: Resultsmentioning

confidence: 99%

Student roles and behaviors in higher education co-creation – a systematic literature review

Zarandi

Soares

Alves

2022

IJEM

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“…Now and into the future, students will be able to choose their university based on the value proposition that the university offers. Education has never been a stand-alone product; it has always been a co-created interaction between students and HEIs [7,20]. Therefore, HEIs need to have a deep understanding of the shared responsibility among participants and of the importance of student responsibility in shaping value experiences.…”

Section: Discussionmentioning

confidence: 99%

“…It is about giving room for interaction in a setting where the students themselves feel they can contribute and co-create to the learning experience [20]. Through co-creation, students with different knowledge and resources can interact with university faculty and staff to achieve more integrated and superior outcomes than would be possible if only one group tried to satisfy the needs of the other alone [7]. Nystrand and Gamoran's [48] indicated that co-creation or student "substantive engagement" has a strong and positive impact on their achievement and is therefore fundamental to student satisfaction.…”

Section: Effect and Outcomes Of Co-creating Valuementioning

confidence: 99%

“…Through this process, student resources are integrated with institutional resources, supporting the tailoring of educational services to meet the specific needs of students and, as a result, assist in developing a unique experience for them during their HE years [6]. Previous studies have investigated student involvement in co-creating value from different perspectives, for instance, enhancing student outcomes [7] and delivering benefits for both universities and students [8]. However, value co-creation is a recent innovation in HE and there is still a lack of comprehensive conceptual models and a large volume of unexplored content [9,10].…”

Section: Introductionmentioning

confidence: 99%

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The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

2021

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This study examines the role of student co-creation behavior in contributing to student satisfaction, perceived university image, and student positive word of mouth (WOM). Using a sample of 513 students from a Taiwanese university and conducting partial least squares structural equation modeling, the findings indicate that co-creating value is critical to student satisfaction, university image, and positive WOM. The results also show the effect of student satisfaction and university image on student positive WOM. This study confirms the pivotal role of student participation in co-creating value in enhancing satisfaction with the university experience, creating and sustaining a positive image, and building the credibility of the university. This research is particularly important to higher education institutions because it has practical implications for decision-makers, brand managers, and HE marketers who wish to improve understanding of the relationship between the university and students in the process of co-creating value and its outcomes.

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“…In another example of consumer brand engagement, Stanford and Yale University introduce their new students and feature the biography of the professors on their Instagram and Facebook pages. Personal stories on social media by the consumer create a significant impression, as these stories are more likely to be shared, repeated, and remembered [28].Sense of belongingness is viewed as fundamental to the existence of a group that is highly inter-correlated by this reciprocal relationship. Therefore, a sense of belonging among the consumer could be created by engaging them with the brand [29].The student of the digital era deeply associates and connects with information on digital platforms.…”

Section: 2student Brand Engagement As Co-creatorsmentioning

confidence: 99%

Connect with Student-Educational Consumer Brand Management Engagement: A Social Media Management Perspective

Mishra

Negi

Döngül

et al. 2023

AIA

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Social media empowers individuals to express their views regarding the events that take place in their day-to-day life. These events also incorporate the sentiments of students as well as educators towards their educational institutions. Thus, the study aims to analyze the sentiments of the students regarding their educational institutions to hike consumer brand management. However, Understanding the student at all levels of his being (physical, mental, emotional spiritual) is crucial to generate valuable learning and bringing forth a sense of belongingness. The study proposes to use social media platforms to connect, understand and engage the students at the professional as well as personal levels.Design/methodology/approach: Sentiment Analysis using vectorization and polarity has been applied to data collected from tweets of several leading universities of the world with their social media appearances to acquire significant insights into the objective of the study. During the analysis, it has been observed that symbol such as #hashtags and @ has played an intensified role in arousing the emotions of the individuals which eventually contributed to the branding of a particular designated university.Findings: Sentiment and emotional identification play a significant role in increasing brand value and nurturing the relationship between the student and the educator. It has been observed from the study that a sense of intensified community building is promoted which encourages new individuals to become a part of the reputed universities.Research Limitation/Implication: Since the field of education plays a great important role in the policies and economy of every country, students are the driving factors of this sector. Hence it is important to identify the emotion and sentiments of an individual regarding each small role that he goes through while studying. The university plays a very important role thus the study focuses on how each activity in the university affects the sentiments of a student and at the same time, it

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Co-creating positive outcomes in higher education: are students ready for co-creation?

Cited by 23 publications

References 60 publications

Student roles and behaviors in higher education co-creation – a systematic literature review

Student roles and behaviors in higher education co-creation – a systematic literature review

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

Connect with Student-Educational Consumer Brand Management Engagement: A Social Media Management Perspective

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