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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]

Author

Listed:
  • 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)

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.

Suggested Citation

  • Agnès Helme-Guizon, 2024. "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]," Post-Print hal-04615939, HAL.
    • Handle: RePEc:hal:journl:hal-04615939
    DOI: 10.1177/15245004241264052
    Note: View the original document on HAL open archive server: https://hal.science/hal-04615939
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    Keywords

    Co-Creation; Online Research Communities; Participation; Engagement;
    All these keywords.

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