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- W2891821729 abstract "Customer value co-creation nowadays is critical for marketing success. However, many firm-initiated co-creation activities face difficulties in attracting and activating promising community members. Based on self-determination theory, we developed a research model to understand the customers' motivation to voluntarily engage in value co-creation behaviors from the perspective of brand community engagement. An online survey on brand communities were employed to test the hypotheses derived from the research model. Partial Least Square Regression Analysis (PLS) approach is used to validate the measures and test hypotheses. Results indicated that highly-engaged customers tend to participate in co-creation activities and customer citizenship behaviors. In addition, feelings of brand community engagement are enhanced by customers' brand-self connection and perceived relatedness. And perceived relatedness is most important in predicting brand community engagement among the four antecedents. We draw on these findings to offer implications for researchers and practitioners." @default.
- W2891821729 created "2018-09-27" @default.
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- W2891821729 date "2018-05-21" @default.
- W2891821729 modified "2023-09-23" @default.
- W2891821729 title "Brand Engagement and Co-creation in the Online Environments- Based on the Self-Determination Theory" @default.
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- W2891821729 doi "https://doi.org/10.1145/3230467.3230472" @default.
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