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.
| Original language | English |
|---|---|
| Pages (from-to) | 202-218 |
| Number of pages | 17 |
| Journal | Young Consumers |
| Volume | 22 |
| Issue number | 2 |
| Early online date | 10 Feb 2021 |
| DOIs | |
| Publication status | Published - 7 Jul 2021 |
Bibliographical note
© 2021 Emerald Publishing. This AAM is deposited under the CC BY-NC 4.0 licence. Any reuse is allowed in accordance with the terms outlined by the licence. To reuse the AAM for commercial purposes, permission should be sought by contacting [email protected].Keywords
- Brand management
- Children
- Co-creation
- Personal drivers
- Social drivers