University of Twente Student Theses


Why customers intend to co-create on Facebook in the case of customer engagement

Cornelissen, Patrick (2018) Why customers intend to co-create on Facebook in the case of customer engagement.

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Abstract:Co-creation on Facebook became more important for companies and customers since Co-creation improves value for both parties. This study explores why people intend to Co-create on Facebook. Drawing upon the Use and Gratification Theory to explain people’s intention for Co-creation in this thesis. This theory explains people’s behaviour with the expectancy of satisfaction or reward for their actions such as Co-creation efforts. While this theory has been used to explain Co-creation in other studies, there is no research to our knowledge that focused on emotional attachment to companies. This emotional attachment is expressed as Customer Engagement in this study. Additionally, this study explores possible underlying reasons why people would want to start to Co-create, instead of understanding why people that already do so. The survey was conducted in Europe asking people about expected Benefits, Customer Engagement and their intention to Co-create on Facebook. Remarkably, results showed that Customer Engagement is the most important predictor for the intention to Co-create instead of user gratification. Within gratification though, Hedonic Benefits explains most of the influence of gratification towards the intention to Co-create by itself. People are more motivated by emotional attachment, meaning and concern or intrinsic motivation than Extrinsic motivation in terms of gratification. In the end, people’s intention to Co-create on Facebook increases when they find the experience with the company and its products meaningful and of concern to them and when they expect a pleasurable experience.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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