El proceso de cocreación de marca a través del eWOMperfil, actitud y comportamiento de los usuarios

  1. Carcelén-García, Sonia
  2. Díaz-Soloaga, Paloma
Journal:
Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

ISSN: 1989-872X

Year of publication: 2022

Volume: 13

Issue: 1

Pages: 267-284

Type: Article

DOI: 10.14198/MEDCOM.19924 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

Abstract

The concept of brand co-creation has been widely dealt with in academic works over the last fifteen years. Although a consensus has not yet been reached as to the definition and scope of this activity, which relates brands directly to the different stakeholders, in particular customers, experts recognise its effectiveness. Significant contributions have been made to defining the phenomenon, and to the motivations and profiles of the different publics involved in cocreation, as well as of the benefits and risks of the practice. This study was performed via an online survey on a sample of 1521 Spanish consumers in November 2020. It examines in detail their attitudes, opinion, and behaviour with respect to brand cocreation and discovers that apart from other factors, sociodemographic variables continue to be determinant in developing eWOM, the main activity in the co-creation process. The conclusions identify the profiles that are most disposed to recommend and create brand content.

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Data source: Dialnet