Online community: enhancing the relationship marketing concept through customer bonding

Szmigin, Isabelle; Canning, Louise; Reppel, Alexander

doi:10.1108/09564230510625778

Cited by 105 publications

(70 citation statements)

References 43 publications

(47 reference statements)

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“…Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. platform on which consumer co-creation relationships can be developed (Szmigin, Canning and Reppel, 2005). Accordingly, the interactive entertainment and online gaming industry was selected as appropriate context for our research.…”

mentioning

confidence: 99%

Exploring consumers' motivations to engage in innovation through co-creation activities

Roberts

Hughes

Kertbo

2014

European Journal of Marketing

217

176

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Purpose -This paper aims to explore what factors motivate consumers to engage in co-creation innovation activities. The authors propose that motivations differ across types of activities, whether working independently, as part of a community or directly with the firm. They offer theoretical explanations as to why this might be the case. Design/methodology/approach -Adopting an exploratory research design, the study consists of a series of online interviews with participants in the gaming and video games industry. Findings -Motivations appear to differ across types of co-creation efforts. Innovating independently of the firm appears to be driven by egocentric motives; innovating as part of a community appears to be driven by altruistic motives; and innovating directly in collaboration with the firm appears to be driven by opportunity-(or goal-)related motives. Practical implications -Understanding the factors that motivate consumers to engage in co-creation activities enables firms to strategically manage their co-creation relationships and innovation processes. Originality/value -The study shows that although motivations diverge across types of co-creation activities, a set of common motivators exist that underpin engagement regardless of the form of co-creation. However, these overarching motivators differ in how they can be successfully used towards co-creation. The study draws on theories of extrinsic and intrinsic motivation, tension-reducing, self-efficacy and expectancy theories, to explain why differences persist. This enables researchers to consider how value might be optimised across varying forms of co-creation, and build better studies into the management and performance implications of consumer value co-creation.

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confidence: 99%

Exploring consumers' motivations to engage in innovation through co-creation activities

Roberts

Hughes

Kertbo

2014

European Journal of Marketing

217

176

View full text Add to dashboard Cite

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“…While brand-consumer relationship building is essential for driving loyalty and consumer engagement (see [78,104], which leads to greater market shares [105] and higher consumer retention [106], the relationship model in an online socially connected setup becomes much more vital for firms to integrate within their overall marketing planning model [49,107,108].…”

Section: Customer Saturation Brand Relationship and Value Co-creationmentioning

confidence: 99%

The Mystique of Customers’ Saturation in Online Brand Communities

Ramadan¹,

Abosag²

2017

Consumer Behavior - Practice Oriented Perspectives

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Most research studies in the area of online brand communities have largely studied the positive aspects of online brand communities, ignoring the negative influences, mainly the growing threat from customers' saturation within these communities. Given the lack of understanding on the concept of customer saturation in online brand communities, this study establishes the necessary early understanding on this important concept by combining various streams of marketing and brand literature as well as information system. This study enhances understanding through the development of five propositions focusing on the role of customers' saturation on (1) customers' experience within online brand communities, (2) brand relationship, and (3) the co-creation of value. The discussion and review of the current literature produces five important propositions. The propositions develop the direction that customer saturation in online brand communities is likely to impact three key areas.

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“…The introduction of price creates what Szabo (1996) calls a "mental accounting barrier" and adds to the perceived risk of consumption. To overcome risk consumers undertake reduction strategies including: seeking additional information (Dowling and Staelin 1994), becoming receptive to word-of-mouth (Sheth and Parvatlyar 1995), or relying on existing engagement (Sheth and Parvatlyar 1995;Szmigin, Canning, and Reppel 2005).…”

Section: Pricing Issuesmentioning

confidence: 99%

Engagement and Willingness to Pay for Short Form Animation Content Online

Hobbs¹

2016

The International Journal of Design Management and Professional

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Online community: enhancing the relationship marketing concept through customer bonding

Cited by 105 publications

References 43 publications

Exploring consumers' motivations to engage in innovation through co-creation activities

Exploring consumers' motivations to engage in innovation through co-creation activities

The Mystique of Customers’ Saturation in Online Brand Communities

Engagement and Willingness to Pay for Short Form Animation Content Online

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