Brand-embedded interaction: a dynamic and personalized interaction for co-creation

• Published in: Marketing letters Vol. 27; no. 1; pp. 183 - 193
• Main Authors: Kim, Yuna, Slotegraaf, Rebecca J.
• Format: Journal Article
• Language: English
• Published: New York Springer Science + Business Media 01-03-2016; Springer US; Springer Nature B.V
• Subjects: Brands; Business and Management; Consumer information; Consumers; Customization; Drug interactions; Explicit knowledge; Ideation; Information relevance; Innovations; Interactive marketing; Marketing; Personalization; Product development; Social interaction; Social media; Studies; Tacit knowledge; User generated content; User needs; Websites; Co-creation; Idea generation; Interaction; Knowledge integration
• ISSN: 0923-0645; 1573-059X
• DOI: 10.1007/s11002-015-9361-2

Recognizing the importance of timely access to market knowledge for successful new product development (NPD), extant research has theoretically argued and empirically shown the value of consumer co-creation during the NPD process. While most research views consumer-generated content as definite or fixed, this paper reveals how firms can enhance the value of consumer-generated ideas by facilitating the exchange of relevant information during co-creation. The authors introduce brand-embedded interaction as a process that enables consumers to generate new product ideas that not only reflect user needs but also align with the brand's goals and capabilities. Results from two quasi-field experiments using Twitter show that a higher degree of dynamic interaction and personalization during co-creation enables consumers to generate more constructive new product ideas or ideas that are valuable to both consumers and firms. Results offer important implications for both theory and practice regarding co-creation and new product development.