Harnessing Online Research Communities for Co-creation in Social Marketing

Bénéficier des atouts des communautés de recherche en ligne pour la cocréation dans le marketing social

Agnès Helme-Guizon ()
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Agnès Helme-Guizon: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA INP IAE - Grenoble Institut d'Administration des Entreprises - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes, UGA - Université Grenoble Alpes

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Abstract: Background: While the benefits of co-creation are well documented, the potential of online co-creation for marketing and social marketing, in particular, remains underexplored. Focus of the article: In this article, the author addresses the main challenges associated with online co-creation in social marketing. The author provides suggestions based on the literature on online research communities and her own experience. Importance to the social marketing field: Identifying challenges and providing solutions should facilitate the development of online co-creation. Recommendations for Research or Practice: Several recommendations are made to address the challenges raised by online co-creation process in social marketing, including choosing the digital platform, recruiting and initiating participation, crafting the co-creation journey, engaging and facilitating interactive participation, nurturing co-creation online, creating a unique experience, and evaluating the co-creation process. Limitations: The discussion presented here is purely based on the opinions and experiences of the author.

Keywords: Co-Creation; Online Research Communities; Participation; Engagement (search for similar items in EconPapers)
Date: 2024-06-17
New Economics Papers: this item is included in nep-mac, nep-mkt and nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-04615939
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Published in Social Marketing Quarterly, inPress, ⟨10.1177/15245004241264052⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04615939

DOI: 10.1177/15245004241264052

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