What are the social and personal drivers to engage in co-creation? A study of UK 7–13-year-olds

Robert Thomas, Gareth R.T. White, Anthony Samuel

Research output: Contribution to journalArticlepeer-review


Purpose: The purpose of this paper is to explore the social and personal drivers of co-creation in children. Design/methodology/approach: A sample of 463 children aged between 7 and 13 years were recruited. Using electronic event-based diaries, 2,631 entries were captured during an 18-month period. Findings: Data from 861 entries identified a series of anomalous external social and personal factors that drove children to engage in co-creation. These were for maintaining external relationships, dealing with addiction to the co-creation process and dealing with personal loneliness. Research limitations/implications: The study reveals new, unconventional and gender-specific behaviours that might assist marketers in understanding children’s complex relationships with co-creation and brands. Originality/value: To the best of the authors’ knowledge, this is the first study of its kind to examine children’s social and personal drives to engage in co-creation.

Original languageEnglish
Pages (from-to)202-218
Number of pages17
JournalYoung Consumers
Issue number2
Early online date10 Feb 2021
Publication statusPublished - 7 Jul 2021

Bibliographical note

© 2021 Emerald Publishing. This AAM is deposited under the CC BY-NC 4.0 licence. Any reuse is allowed in accordance with the terms outlined by the licence. To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com.


  • Brand management
  • Children
  • Co-creation
  • Personal drivers
  • Social drivers


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