Customer cocreation experience in online communities: antecedents and outcomes

Purpose The purpose of this article is to obtain an in-depth insight into the nature and impact customers´ cocreation experiences in online communities effects customer on innovation processes. Design/methodology/approach This study focused community created by a market research company behalf company. By means case approach through interviews, authors identify actual measure (or assess) degree involvement creativity experience new idea generation. Findings Cocreation can be enhanced evoking pragmatic, sociability, usability hedonic more positive therefore, outcomes collaborative achieved. show classification each role moderator/community manager peer members perform as antecedents experience, highlight value group feeling/sense community/sense belonging homophily/communality achieving that, supportive platform give overview negative experience. Originality/value provides with valuable insights phenomenon how enhance participation which important for businesses involved trajectories product service improvement efforts.