Innovation research provides evidence that marketing communications play a crucial role in new product adoption by consumers. Nevertheless, examinations of what constitutes effective marketing communications for innovations, especially in a co-creation context, remain scant. The extant literature provides insufficient insights in how organizations communicate about co-creation today and how this contributes to the adoption of new products and services. Therefore, understanding how to advertise and promote (co-created) innovations in a way that reduces consumer resistance and enhances the appreciation of novel benefits is crucial. Additionally, the multiple stakeholder setting poses unique challenges for firms to involve stakeholders within their own communications mix. Therefore, our research aims to gain a better understanding of the communication elements or formats that improve the adoption of co-created innovations, the processes through which they do so, and the conditions under which effects may be stronger or weaker.
We start by developing a social network study ( a 2 by 2 research design with service vs product by radical vs incremental innovations) in which the stakeholders´ position in the network of 4 co-creation projects will be analyzed and linked to specific communication outcomes. The following two studies comprise an experimental research that will empirically validate the hypothesized relationships between communication about co-created innovations and consumer adoption. In a final study, we validate our findings through an ex-post survey. As such, this PhD research aims to contribute to both innovation and communication management literature, and is one of the first to bridge both research domains.