An empirical examination of consumer co-creation process

Kyungwon Lee, Can Uslay, Sengun Yeniyurt

Research output: Contribution to journalArticlepeer-review


Consumers increasingly collaborate with the company and other consumers across various phases of firm’s new product development (pre-launch activities through ideation, design, and testing) and after-launch marketing process (post-launch activities through promotion, pricing distribution, and maintenance). The purpose of this study is to examine factors influencing consumer participation in firm’s pre- and post-launch co-creation. We propose that company-led efforts through enhanced knowledge sharing with consumers and perceived equity lead to effective dialogical interactions between company and consumers and among consumers, leading to a higher level of consumer participation in both pre- and post-launch co-creation. The proposed model is empirically tested by structural equation modeling using survey data from online video game players, a context rich in consumer co-creation. We find that consumer-to-consumer interaction enhances consumer participation in both pre-launch and post-launch, while business-to-consumer interaction enhances consumer participation only in pre-launch but not in post-launch.

Original languageEnglish (US)
JournalMarketing Letters
StateAccepted/In press - 2022

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


  • Business-to-consumer interaction
  • Consumer co-creation
  • Consumer-to-consumer interaction
  • Post-launch co-creation
  • Pre-launch co-creation


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