Unraveling the aspired identity and diffusion effort of user innovators

Maria Pereira Trigo and Jeroen P.J. de Jong

European Journal of Innovation Management, 2026, vol. 29, issue 11, 131-150

Abstract: PurposeUsers in the household sector innovate regularly, but lack incentives to spread their innovations. A recent insight is that diffusion effort can be intrinsically motivated: to confirm an aspired social identity. Yet, previous studies have likely overlooked some identity concepts relevant for diffusion, and users' diffusion effort seems more intricate than the main pathways of sharing and commercialization.Design/methodology/approachWe studied users' aspired identities and diffusion behaviors in more detail. Our empirical context was the community of K-pop fans, where users innovate and disseminate innovations for a variety of reasons. Seventeen in-depth interviews were done and analyzed with the Gioia methodology.FindingsFour identity concepts were found: handyman, buddy, contributor and professional. These are associated with different diffusion efforts. Free sharing is unraveled into passive showcasing, active assistance and proactive dissemination. Commercial diffusion starts with informal attempts to sell, while venture creation or licensing innovations to producer firms are rare and considered only later.Research limitations/implicationsOur findings should be replicated in other contexts and validated with quantitative data. Yet, our study informs continued theorizing about the antecedents of various forms of diffusion effort and the associated identities of user innovators.Practical implicationsPractitioners should account for the intrinsic diffusion motives of users. This will stimulate users to collaborate with commercial firms for product development, and their general willingness to spread innovations for everyone's benefit.Originality/valueWe unravel known diffusion pathways into subtypes that are more meaningful for users' diffusion effort. Previously undetected user identities (handyman, buddy) are associated with less pronounced diffusion efforts.

Keywords: User innovation; Diffusion problem; Identity perspective; Commercial diffusion; Free revealing (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:ejim-05-2025-0676

DOI: 10.1108/EJIM-05-2025-0676

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