Towards a theoretical clarification of the co-creation experiences in online brand communities
Zineb BOUCHRIHA, Smail OUIDDAD
Résumé
The acquisition of customers' skills and knowledge has enabled organizations to serve them more effectively and efficiently. The proliferation of technology has profoundly changed the way customers behave and enjoy their experience. Indeed, the understanding of co-creating online experiences is still limited given the changes in specific virtual environments. Based on a theorical analysis, this article seeks to examine the motivations for customer engagement in co-creation experiences on online brand communities while developing a conceptual framework. At the managerial level, this article aims to provide organizations with valuable insights on how to create an experience to engage customers in the process of co-creating experiences.