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Kei Aoki is an Associate Professor of Hirao Management School, Konan University, Japan. Following her graduation from Osaka University, she had worked for Nestle Japan and engaged in marketing for over a decade. She obtained MBA and Ph.D. at Kobe University in parallel. Her research field is co-creation among firms and consumers.
This research studies the relationship between well-being and knowledge sharing. While user innovation has garnered greater attention in recent years, the market has failed to properly incentivize the diffusion of user innovations. This study proposes that this shortcoming could be resolved through a consumer-to-consumer (C-to-C) marketplace and sheds light on non-financial benefits for the contributors, specifically, how knowledge sharing impacts contributor well-being. This research consists of two online survey studies. In both studies, the level of well-being was compared between knowledge sharing contributors and a control group using a scale developed in positive psychology. This study empirically shows that participation in knowledge sharing has a significant positive impact on contributor well-being. In a C-to-C marketplace, contributors diffuse and monetize their creations themselves, resulting in increased well-being. Contributing to knowledge sharing may be a sufficient incentive for user innovators to diffuse their innovations. The findings of this study will gain significance as the utilization of personal knowledge increases due to the expansion of the C-to-C business and the paradigm shift in work style.
Kei Aoki. The Relationship between Well-Being and Knowledge Sharing. Sustainability 2021, 13, 4978 .
AMA StyleKei Aoki. The Relationship between Well-Being and Knowledge Sharing. Sustainability. 2021; 13 (9):4978.
Chicago/Turabian StyleKei Aoki. 2021. "The Relationship between Well-Being and Knowledge Sharing." Sustainability 13, no. 9: 4978.
To build relationships with customers, sustainable engagements are crucial. Ostensibly, firm profits are derived from customers’ financial contributions; in addition, their non-financial contributions such as advocacy also increase long-term profitability. Today, the importance of such customer-to-customer communication has dramatically increased and is derived from enhancing customers’ brand experience. This paper explores how to incorporate C-to-C communication into brand experience with the goal of strengthening customer relationships, developing advocacy, and encouraging sustainable interactions. This study introduces the novel approach called Ambassador Program which aims to build long-term collaboration with customers and promote advocacy from the participants. Through the case of the “NESCAFE Ambassador Program,” we found that this brand-new approach is effective in increasing customers’ brand experience and customers’ contributions. Consequently, customers can create new customers. The research empirically showed that even in such a low-involvement category as consumer-packaged goods, firms can build sustainable relationships with customers by adopting customer-to-customer relationships into their marketing strategies.
Kei Aoki; R. Keith Tudor; Aberdeen Leila Borders; Deborah H. Lester. Why build sustainable relationships with customers? - The effects of “Ambassador Program”. Journal of Global Scholars of Marketing Science 2020, 30, 291 -303.
AMA StyleKei Aoki, R. Keith Tudor, Aberdeen Leila Borders, Deborah H. Lester. Why build sustainable relationships with customers? - The effects of “Ambassador Program”. Journal of Global Scholars of Marketing Science. 2020; 30 (3):291-303.
Chicago/Turabian StyleKei Aoki; R. Keith Tudor; Aberdeen Leila Borders; Deborah H. Lester. 2020. "Why build sustainable relationships with customers? - The effects of “Ambassador Program”." Journal of Global Scholars of Marketing Science 30, no. 3: 291-303.
本稿の目的は,企業とユーザーの価値共創のさらなる発展に向けて,ユーザーの参画およびアイデア共有を促す,有効なインセンティブを明らかにすることである。Appleが運営する教育者のユーザーコミュニティを事例研究の対象とし,17名のコミュニティメンバーにインタビュー調査を行った。その結果,単なるユーザーではなく,有用なイノベーションを行う可能性の高い「リードユーザー」を組織化することで,コミュニティ自体が有効なインセンティブとして機能しうることが示された。Appleではコミュニティメンバーに外発的・内発的なアプローチを行い,コミュニティにおける活動を活性化し,ユーザーと「教育の革新」という社会的な価値を共創していることが明らかになった。
Kei Aoki. Collective Innovation with Users:. Japan Marketing Journal 2019, 39, 22 -35.
AMA StyleKei Aoki. Collective Innovation with Users:. Japan Marketing Journal. 2019; 39 (2):22-35.
Chicago/Turabian StyleKei Aoki. 2019. "Collective Innovation with Users:." Japan Marketing Journal 39, no. 2: 22-35.
In the digital era, there are several consumer touchpoints and some of them, such as word of mouth, occur even if they are not intended by the firms. Conversation among customers has become one of the most influential sources of information on purchase decisions. Favorable discussions amplify the brand’s equity, but negative discussions can damage the brand. Although customers’ conversations can be uncontrollable, firms may be able to influence the direction of the conversation by providing overwhelming product performance and/or post-purchase experiences. In other words, by providing appropriate brand experiences, firms aspire to achieve co-creation of brand value with customers. In this research, through questionnaires, we explore how to create effective and sustainable touchpoints with customers and how to identify the relevance between brand experience and customers’ contributions to the brand. This study examines the following two key research questions: Which touchpoints increase brand experience? Does brand experience have a positive impact on customers’ contributions?
Kei Aoki; Efua Obeng; Aberdeen Leila Borders; Deborah H. Lester. Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers? Journal of Global Scholars of Marketing Science 2019, 29, 51 -62.
AMA StyleKei Aoki, Efua Obeng, Aberdeen Leila Borders, Deborah H. Lester. Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers? Journal of Global Scholars of Marketing Science. 2019; 29 (1):51-62.
Chicago/Turabian StyleKei Aoki; Efua Obeng; Aberdeen Leila Borders; Deborah H. Lester. 2019. "Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers?" Journal of Global Scholars of Marketing Science 29, no. 1: 51-62.