Article Dans Une Revue Social Marketing Quarterly Année : 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

Résumé

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.

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Dates et versions

hal-04615939 , version 1 (18-06-2024)

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Agnès Helme-Guizon. Harnessing Online Research Communities for Co-creation in Social Marketing. Social Marketing Quarterly, 2024, 30 (2-3), pp.171-178. ⟨10.1177/15245004241264052⟩. ⟨hal-04615939⟩

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