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What are the social and personal drivers to engage in co-creation? A study of UK 7-13-year-olds

Thomas, Robert James, White, Gareth Reginald Terrance and Samuel, Anthony ORCID: 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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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: Business (Including Economics)
Publisher: Emerald
ISSN: 1747-3616
Date of First Compliant Deposit: 15 January 2021
Date of Acceptance: 10 January 2021
Last Modified: 18 Nov 2023 11:55

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