Co-Creation: What Users Want - A Qualitative Study on how Social Media Users balance Motivators and Barriers to Co-Create within Marketing Activities on Social Media Platforms

Abstract: The aim of this research is to explore motivators and barriers that customers balance when it comes to co-creation in marketing activities undertaken by brands on social media. A qualitative research strategy was decided, with semi-structured interviews as the research method. The coding was thematic, and eight different themes of motivators and barriers to co-creation were found. Furthermore, themes were then divided into three categories, namely, socially oriented themes, personally oriented themes and enjoyment oriented themes. Within the socially oriented themes, the motivators and barriers found were Unhelpful/Helpful User Behavior, Value of Content for Others and Being Recognised/Ignored. Within the personally oriented themes, the motivators and barriers found were Value Congruence/Incongruence and Trustworthiness/Untrustworthiness. Within the enjoyment oriented themes, the motivators and barriers found were the Prize and Expectancy of Winning when it comes to brand related contests, as well as Relatable/Not Relatable Tone when it comes to the overall communication from a brand.