Co-creation online : the potential of Web 2.0 tools to enable it and impact usage

There is little in the existing literature that provides practical information on the linkbetween co-creation and the internet as well as guidance on how to facilitate cocreationin the online environment. This study sought to address these gaps andparticularly the lack of guidance on the practical act of co-creation and the relationshipbetween co-creation and the online environment. A quantitative research methodology with a descriptive design was followed. The datafor the study was collected by way of an internet survey. The population for theresearch was defined as the users of the online cycling social network,www.thehubsa.co.za. A topic explaining the purpose of the study and inviting users toparticipate was posted on the website. The study revealed the existence of a new two factor solution related to the separateco-creation and Web 2.0 applications constructs. In this respect the Interact and Usecomponents (co-creation) as well as the Creating and Sharing components (Web 2.0applications) could provide the foundation for construct validity for more comprehensivescales. The ability of a user to Author content on a website was found to be of particularpractical importance in facilitating co-creation. Providing this functionality to a customermay be the key to the missing how to element of online co-creation. The ability of asocial networking website, such as www.thehubsa.co.za, to encourage generalproduct/service usage appears to be the main attraction to advertisers. Advertiserslooking to build their brands may not necessarily obtain the same benefits from thewebsite. Findings regarding impact on usage were inconclusive and further research issuggested. Copyright © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria Please cite as follows: Rees, G 2010, Co-creation online : the potential of Web 2.0 tools to enable it and impact usage, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-06192011-141601/> F11/493/hj