The new frontier of co-creation : What are the drivers for consumers to engage in co-creation activities in the metaverse?

Abstract: Research Question: What are the drivers for consumers to co-create in the metaverse and howcan companies use them to increase engagement in co-creation? Purpose: The purpose of this study is to get insight into how companies canincrease consumer engagement for participation in co-creation activitieswithin the metaverse. By enlightening the research community and businesses about the consumer perspective on the metaverse and the cocreation possibilities and what their drivers would be to engage in cocreation, companies can better target these individuals and ultimately increase their brand value.  Method: Qualitative methods with an abductive approach Conclusion: The strongest driver for consumer engagement in co-creation within themetaverse is hedonic benefits. Although, the hedonic benefits are thestrongest driver, economic benefits were almost as strong, and as suchthese two types of drivers in combination work as complements andgenerate more engagement in co-creation than any other benefits for mostco-creators. Moreover, to increase engagement, facilitators such ascommunities, safe spaces, and interactivity play an important role to createintimacy, emotional connection, and immersive experiences. Throughthese, trust can be fostered, and customer experiences enhanced,ultimately leading to increased engagement in co-creation.