Thomas, Robert James, White, Gareth Reginald Terrance and Samuel, Anthony  ORCID: https://orcid.org/0000-0002-4483-4600
2021.
What are the social and personal drivers to engage in co-creation? A study of UK 7-13-year-olds.
Young Consumers: Insight and Ideas for Responsible Marketers
22
(2)
, pp. 202-218.
10.1108/YC-09-2020-1215
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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.
| Item Type: | Article |
|---|---|
| Date Type: | Publication |
| Status: | Published |
| Schools: | Schools > Business (Including Economics) |
| Publisher: | Emerald |
| ISSN: | 1747-3616 |
| Date of First Compliant Deposit: | 15 January 2021 |
| Date of Acceptance: | 10 January 2021 |
| Last Modified: | 14 Nov 2024 14:00 |
| URI: | https://orca.cardiff.ac.uk/id/eprint/137690 |
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