Brand co-creation through eWOM: profile, attitudes, and users’ behaviour

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.