Title page for ETD etd-06192011-141601

Document Type Master's Dissertation
Author Rees, Gareth
URN etd-06192011-141601
Document Title Co-creation online : the potential of Web 2.0 tools to enable it and impact usage
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms K Chipp Supervisor
  • user-generated content
  • Web 2.0 tools
  • online co-creation
  • social networking
Date 2010-11-10
Availability unrestricted

There is little in the existing literature that provides practical information on the link between co-creation and the internet as well as guidance on how to facilitate cocreation in the online environment. This study sought to address these gaps and particularly the lack of guidance on the practical act of co-creation and the relationship between co-creation and the online environment.

A quantitative research methodology with a descriptive design was followed. The data for the study was collected by way of an internet survey. The population for the research 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 to participate was posted on the website.

The study revealed the existence of a new two factor solution related to the separate co-creation and Web 2.0 applications constructs. In this respect the Interact and Use components (co-creation) as well as the Creating and Sharing components (Web 2.0 applications) could provide the foundation for construct validity for more comprehensive scales.

The ability of a user to Author content on a website was found to be of particular practical importance in facilitating co-creation. Providing this functionality to a customer may be the key to the missing “how to” element of online co-creation. The ability of a social networking website, such as www.thehubsa.co.za, to encourage general product/service usage appears to be the main attraction to advertisers. Advertisers looking to build their brands may not necessarily obtain the same benefits from the website. Findings regarding impact on usage were inconclusive and further research is suggested.

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/>


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