Co-Creation as a Success Factor: Enhancing Customer Loyalty Through Social Network Engagement
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Article Title
Co-Creation as a Success Factor: Enhancing Customer Loyalty Through Social Network Engagement
Authors
Prof. Dr. Marco Inderhees
Department of Social Media Management, INU – Innovative University of Applied Sciences, Cologne, Germany
Email: marco.inderhees@inu.de
Journal Details
Journal: International Journal of Psychology and Strategic Communication
ISSN (Online): 2941-5691
ISSN (Print): 2941-5705
DOI: https://doi.org/10.61030/BSRF2848
Abstract
In the context of strategic communication, co-creation has evolved into a vital method for building lasting customer relationships in digital environments. Amid declining efficiency of traditional marketing, brands increasingly adopt participatory models to engage audiences and foster loyalty (Prahalad & Ramaswamy, 2004; Jaakkola & Alexander, 2014).
Social media plays a pivotal role in facilitating this shift, offering real-time interaction, content exchange, and collaborative innovation (Mahr et al., 2013; Sarkar & Banerjee, 2021). Co-creation enhances brand communication by promoting emotional attachment, trust, and shared ownership between customers and companies (Breidbach & Maglio, 2016; Oklevik et al., 2022).
This paper conceptualizes co-creation as a strategic communication instrument and presents empirical findings on motivational patterns among co-creators. Using a mixed-methods approach, the study identifies distinct user types and provides guidance on aligning engagement strategies with user needs to maximize communication effectiveness and brand loyalty (Bogers et al., 2015; Sarasvuo et al., 2022).
Keywords
Strategic Communication, Social Media, Customer Loyalty, Engagement Strategies
How to Cite This Article
Inderhees, M. (2025). Co-Creation as a Success Factor: Enhancing Customer Loyalty Through Social Network Engagement. International Journal of Psychology and Strategic Communication, 458. https://doi.org/10.61030/BSRF2848
Full Article (PDF)
https://ijpsc.org/journal/v03/IJPSC-MI.pdf
Metadata and Info
DOI: https://doi.org/10.61030/BSRF2848
Published: 2025
License: CC BY 4.0 – https://creativecommons.org/licenses/by/4.0/
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Co-Creation as a Success Factor: Enhancing Customer Loyalty Through Social Network Engagement
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Cite this article
Prof. Dr. Marco Inderhees, Department of Social Media Management, INU - Innovative University of Applied Sciences, Cologne, Germany, & Email: marco.inderhees@inu.de (2025). Co-Creation as a Success Factor: Enhancing Customer Loyalty Through Social Network Engagement. International Journal of Psychology and Strategic Communication. https://doi.org/10.61030/BSRF2848
Prof. Dr. Marco Inderhees, Department of Social Media Management, INU - Innovative University of Applied Sciences, Cologne, Germany, & Email: marco.inderhees@inu.de (2025) 'Co-Creation as a Success Factor: Enhancing Customer Loyalty Through Social Network Engagement', International Journal of Psychology and Strategic Communication. Available at: https://doi.org/10.61030/BSRF2848
Prof. Dr. Marco Inderhees, Department of Social Media Management, INU - Innovative University of Applied Sciences, Cologne, Germany, & Email: marco.inderhees@inu.de. "Co-Creation as a Success Factor: Enhancing Customer Loyalty Through Social Network Engagement." International Journal of Psychology and Strategic Communication (2025). https://doi.org/10.61030/BSRF2848
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title = {Co-Creation as a Success Factor: Enhancing Customer Loyalty Through Social Network Engagement},
author = {Prof. Dr. Marco Inderhees and Department of Social Media Management, INU - Innovative University of Applied Sciences, Cologne, Germany and Email: marco.inderhees@inu.de},
journal = {International Journal of Psychology and Strategic Communication},
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