Online co-creation behaviour in a sports context

Mohammed Alduayji

doi:10.26182/5d3a499a50482

Online co-creation behaviour in a sports context

Mohammed Alduayji

UWA Business School

Research output: Thesis › Doctoral Thesis

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Abstract

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.

Original language	English
Qualification	Doctor of Philosophy
Awarding Institution	The University of Western Australia
Award date	9 Jul 2019
DOIs	https://doi.org/10.26182/5d3a499a50482
Publication status	Unpublished - 2019

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Alduayji, M. (2019). Online co-creation behaviour in a sports context. https://doi.org/10.26182/5d3a499a50482

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AB - 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.

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KW - Netnography

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Access to Document

10.26182/5d3a499a50482

THESIS - DOCTOR OF PHILOSOPHY - ALDUAYJI Mohammed Nasser A - 2019
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