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Article: Successfully Communicating a Cocreated Innovation

TitleSuccessfully Communicating a Cocreated Innovation
Authors
Keywordsadoption
cocreated innovation
firm-generated content
narrative self-referencing
user-generated content
Issue Date2019
PublisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.com
Citation
Journal of Marketing, 2019, v. 83 n. 4, p. 38-57 How to Cite?
AbstractDespite the growing popularity of cocreation approaches to innovation, the bottom-line results of these efforts continue to frustrate many firms. Marketing communications are one important tool in stimulating consumer adoption, yet marketers to date have not taken advantage of a unique phenomenon associated with many cocreated innovations: the presence of a genesis story in the words of the creator, which can be combined in different ways with traditional marketing messaging. Using mixed methods, the authors demonstrate a crossover effect in which a “mismatch” of the fundamental motivations behind authentic creation narratives and traditional persuasive messages enhances adoption of the cocreated innovation. This effect is mediated by potential adopters’ self-referencing of their own stories about similar experiences or consumption episodes. Furthermore, the effect of a motivation mismatch strategy is attenuated for expert consumers. Finally, this motivation mismatch strategy triggers “takeoff” of cocreated innovations. This research offers substantial implications for research on cocreated innovation, narrative persuasion, and firm-generated and user-generated communication. It provides managers specific guidance on enhancing the success of cocreation programs through an integrated communications strategy. © American Marketing Association 2019.
Persistent Identifierhttp://hdl.handle.net/10722/276155
ISSN
2017 Impact Factor: 7.338
2015 SCImago Journal Rankings: 6.612
ISI Accession Number ID

 

DC FieldValueLanguage
dc.contributor.authorWang, SH-
dc.contributor.authorNoble, C-
dc.contributor.authorDahl, D-
dc.contributor.authorPark, S-
dc.date.accessioned2019-09-10T02:57:04Z-
dc.date.available2019-09-10T02:57:04Z-
dc.date.issued2019-
dc.identifier.citationJournal of Marketing, 2019, v. 83 n. 4, p. 38-57-
dc.identifier.issn0022-2429-
dc.identifier.urihttp://hdl.handle.net/10722/276155-
dc.description.abstractDespite the growing popularity of cocreation approaches to innovation, the bottom-line results of these efforts continue to frustrate many firms. Marketing communications are one important tool in stimulating consumer adoption, yet marketers to date have not taken advantage of a unique phenomenon associated with many cocreated innovations: the presence of a genesis story in the words of the creator, which can be combined in different ways with traditional marketing messaging. Using mixed methods, the authors demonstrate a crossover effect in which a “mismatch” of the fundamental motivations behind authentic creation narratives and traditional persuasive messages enhances adoption of the cocreated innovation. This effect is mediated by potential adopters’ self-referencing of their own stories about similar experiences or consumption episodes. Furthermore, the effect of a motivation mismatch strategy is attenuated for expert consumers. Finally, this motivation mismatch strategy triggers “takeoff” of cocreated innovations. This research offers substantial implications for research on cocreated innovation, narrative persuasion, and firm-generated and user-generated communication. It provides managers specific guidance on enhancing the success of cocreation programs through an integrated communications strategy. © American Marketing Association 2019.-
dc.languageeng-
dc.publisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.com-
dc.relation.ispartofJournal of Marketing-
dc.rightsJournal of Marketing. Copyright © American Marketing Association.-
dc.subjectadoption-
dc.subjectcocreated innovation-
dc.subjectfirm-generated content-
dc.subjectnarrative self-referencing-
dc.subjectuser-generated content-
dc.titleSuccessfully Communicating a Cocreated Innovation-
dc.typeArticle-
dc.identifier.emailWang, SH: helensw@hku.hk-
dc.identifier.authorityWang, SH=rp01798-
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1177/0022242919841039-
dc.identifier.scopuseid_2-s2.0-85070323952-
dc.identifier.hkuros302782-
dc.identifier.volume83-
dc.identifier.issue4-
dc.identifier.spage38-
dc.identifier.epage57-
dc.identifier.isiWOS:000473484500003-
dc.publisher.placeUnited States-

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