Purpose

The purpose of this paper is to explore the social and personal drivers of co-creation in children.

Design/methodology/approach

A sample of 463 children aged between 7 and 13 years were recruited. Using electronic event-based diaries, 2,631 entries were captured during an 18-month period.

Findings

Data from 861 entries identified a series of anomalous external social and personal factors that drove children to engage in co-creation. These were for maintaining external relationships, dealing with addiction to the co-creation process and dealing with personal loneliness.

Research limitations/implications

The study reveals new, unconventional and gender-specific behaviours that might assist marketers in understanding children’s complex relationships with co-creation and brands.

Originality/value

To the best of the authors’ knowledge, this is the first study of its kind to examine children’s social and personal drives to engage in co-creation.

中文翻译：

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参与共同创造的社会和个人驱动因素是什么？一项针对英国 7-13 岁儿童的研究

目的

本文的目的是探讨儿童共同创造的社会和个人驱动因素。

设计/方法/方法

招募了 463 名 7 至 13 岁儿童的样本。使用基于事件的电子日记，在 18 个月内捕获了 2,631 个条目。

发现

来自 861 个条目的数据确定了一系列异常的外部社会和个人因素，这些因素促使儿童参与共同创造。这些是为了维持外部关系，处理对共同创造过程的依赖和处理个人孤独感。

研究限制/影响

该研究揭示了新的、非常规和特定于性别的行为，这些行为可能有助于营销人员了解儿童与共同创造和品牌之间的复杂关系。

原创性/价值

据作者所知，这是第一项研究儿童参与共同创造的社会和个人动力的研究。