The Concept of Self-Identity

Michael Fisher, Martin Abbott and Kalle Lyytinen

Chapter 4 in The Power of Customer Misbehavior, 2014, pp 61-67 from Palgrave Macmillan

Abstract: Abstract In Chapter 4 we outlined our model of viral growth that includes the well-researched factors of usefulness and ease of use as drivers of such growth. Additionally, our model contained our newly-discovered factors of co-creation and co-production. Our research found evidence that not only does usefulness drive viral growth both in terms of fan-out and retention; but usefulness also helps to drive the cycle of co-creation and co-production. Useful products have a higher probability of creating a desire on the part of customers to ‘misbehave’ or co-produce a product. While this model does a nice job identifying factors that directly influence viral growth, we are left with the question: what are the individual user’s motivations, beyond usefulness and ease of use, to participate in co-creation and co-production?

Keywords: Customer Relationship Management; Social Bonding; Viral Growth; Prairie Vole; Virtuous Cycle (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34892-0_5

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DOI: 10.1057/9781137348920_5

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