Co-creating Experience-Based Innovation: A Social Media Experience

Ali Ahmed Anber & Fatima Diya Ayoub

Student thesis: Master thesis

Abstract

Background: Since entrepreneurs are resource constrained and focused on their immediate products they tend to ignore their context and how it affects their business. Social media is perceived as an opinionated environment without having enough insights for the entrepreneur. Purpose: To explore how start-ups can scale up their business by co-creating experience-based innovation with influential customers on social media. Method: This exploratory research is based on an inductive approach, where data are gathered through observation of the nature of social media communities. Hereby, two different case studies are conducted; Inayah’s online community and three influential bloggers. Grounded theory is used as a method to explore how experiences are created and shared. Theory: co-creation, innovation, entrepreneurship, lead-users Findings: High level of engagement, visual content, inspiration and medium affect different dimensions of the perceived co-created experience. This impact, however, differs according to the individual customers’ expectations. In addition, issues that appear minor for the company, may quickly damage the overall experience of the customer. Conclusions: Experience based co-creation is highly affected by the online users’ expectation. The major aspects influencing the start-up in scaling up, from a co-creation of experience-based innovation perspective, can be split up in two parts; customer relationship management and the validity of the visual content that both form the perceived experience of the online users. Recommendations: Based on our empirical data we have noticed that the bloggers can help the start-up company in 5 different areas; creating awareness, improve customer satisfaction, increase product value based on experience, improve brand reputation and product improvement. Further research: Our findings revealed that online users’ emotional attachment to products based on their experience is an important area. Hence, the topic for further research is the relationship between co-creation and emotional attachment to products.

EducationsMSc in Finance and Strategic Management, (Graduate Programme) Final ThesisMSc in International Business and Politics, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2016
Number of pages170
SupervisorsSudhanshu Rai