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The Role of Co-Creation in Customer Engagement Improvement

Student: Chusovlyankina Elizaveta

Supervisor: Aleksandra Sazhina

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Marketing (Master)

Year of Graduation: 2016

An organization that sells a product on the Internet now a days faces a problem of customer engagement because this allows to retain the client, thereby getting permanent website visitors and a steady income. The aim of this paper is to identify the role of co-creation technologies in the level of consumer engagement on website. Several tasks connected with the stages of study were solved according to the purpose of work. The first stage of the study provides an engagement and co-creation understanding, as well as their measurement approaches. In the second part of work an experiment regarding co-creation technologies influence on the level of customer engagement was designed and conducted, also an analysis of the data was conducted there. The second part also gives the methodology of the study. The third part shows an interpretation of the data gained in terms of Internet marketing. Also some page layouts were designed based on the results obtained. As a result of the research it was confirmed that the customer engagement depends on certain co-creation instruments. The work consists of introduction, three parts, conclusion and bibliography.

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