What are the social and personal drivers to engage in co-creation? A study of UK 7–13-year-olds

Abstract

Purpose: The purpose of this paper is to explore the social and personal drivers of co-creation in children. Design/methodology/approach: A sample of 463 children aged between 7 and 13 years were recruited. Using electronic event-based diaries, 2,631 entries were captured during an 18-month period. Findings: Data from 861 entries identified a series of anomalous external social and personal factors that drove children to engage in co-creation. These were for maintaining external relationships, dealing with addiction to the co-creation process and dealing with personal loneliness. Research limitations/implications: The study reveals new, unconventional and gender-specific behaviours that might assist marketers in understanding children’s complex relationships with co-creation and brands. Originality/value: To the best of the authors’ knowledge, this is the first study of its kind to examine children’s social and personal drives to engage in co-creation.

Publication DOI: https://doi.org/10.1108/YC-09-2020-1215
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: © 2021 Emerald Publishing. This AAM is deposited under the CC BY-NC 4.0 licence. Any reuse is allowed in accordance with the terms outlined by the licence. To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com.
Uncontrolled Keywords: Brand management,Children,Co-creation,Personal drivers,Social drivers,Economics, Econometrics and Finance (miscellaneous),Life-span and Life-course Studies
Full Text Link:
Related URLs: https://www.eme ... -1215/full/html (Publisher URL)
http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2021-07-07
Published Online Date: 2021-02-10
Accepted Date: 2021-01-10
Authors: Thomas, Robert
White, Gareth R.T.
Samuel, Anthony

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