Online co-creation behaviour in a sports context

Mohammed Alduayji

Research output: ThesisDoctoral Thesis

45 Downloads (Pure)

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 languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • The University of Western Australia
Award date9 Jul 2019
DOIs
Publication statusUnpublished - 2019

    Fingerprint

Cite this