Open AccessSocial value created by co-creation - new aspects of consumer participation
Author(s) -
Kei Aoki
Publication year - 2021
Publication title -
impact
Language(s) - English
Resource type - Journals
eISSN - 2398-7081
pISSN - 2398-7073
DOI - 10.21820/23987073.2021.2.82
Subject(s) - customer engagement , co creation , marketing , value (mathematics) , customer value , business , customer relationship management , focus (optics) , social media , knowledge management , computer science , political science , world wide web , physics , hierarchy , optics , machine learning , law
The advent of the internet has increased the means by which consumers can make positive contributions to enhance brand value. There are many significant benefits associated with building sustainable relationships with customers, especially if it becomes possible to forge connections with individuals to build acommunity or ecosystem through which customers interact with each other. Associate Professor Kei Aoki, based within the Hirao School of Management at Konan University in Japan, is carrying out research to understand customer engagement with brands, with a specific focus on customer-to-customer relationships and how they have an effect on participants' wellbeing.