This project examined online co-creation behaviour (OCCB) from a customer perspective, which has received limited research attention. This gap was addressed by integrating OCCB into the European Customer Satisfaction Index model to examine brand-related characteristics that lead to customer-to-customer OCCB and to examine OCCB's impact on brand-related outcomes. Three interrelated studies were undertaken that looked at the nature of OCCB in a sport context. These studies validated a customer-centric OCCB approach and suggested drivers and outcomes of OCCB. Understanding what drives fans to perform OCCBs has implications for the ways sports organisations design online platforms and enhance relationships with fans.
|Qualification||Doctor of Philosophy|
|Award date||9 Jul 2019|
|Publication status||Unpublished - 2019|