Co-creation in the media industry

Abstract

In this master thesis, we develop a theoretical model for the examination of the effect of cocreation on the products perception in the media industry. The media industry is changing fast and companies have to constantly look for new ways to innovate and attract customers. It seems that co-creation is becoming a popular strategy of product development in the media industry. In this paper, we develop a model that can provide some insights on the nature of relations between co-creation and customers’ perception of media products.