Seminar "Co-creation in web development online brand communities: motivation to contribute and impact on loyalty to the platform"

The development of online brand communities (OBC) has changed the way the brands connect with their consumers and the way they interact with each other. Encouraging members of OBC to co-create results has enabled the development of more diverse user-generated content (UGC) available to other members of the brand community. The main goal of this research is to study the motivation drivers for UGC creation from the perspective of community contributors and then examine the impact of its availability on users’ loyalty to the brand and to the platform. The study employs quantitative analysis based on 138 survey responses from contributors and users of the web development online brand community. The findings reveal that specific experience factors affect the motivation to contribute with UGC, which in turn is positively correlated with users’ loyalty.

Presenter: Anastasiya Tokareva, Master student, International Management program

Moderator: Anja Tekic, Associate Professor, Department of Strategic and International Management

Place: Yandex.Telemost

Date: May 22, 17:00-18:00