Les modalités et conséquences de collaboration entre consommateur-senior et entreprise sur la co-création de valeur et le rôle des réseaux sociaux dans ce processus : étude exploratoire

This research aims at understanding the modalities and consequences of the collaboration between older consumers and companies in the offers’ co-creation and the role of the Internet in this dynamic. A qualitative methodology based on netnography and semi-directive interviews is used. The analysis leads to different results: (1) the awareness of the challenges of the collaboration “older individuals-companies”; (2) the positive attitude toward this collaboration; (3) the different modalities of its deployment (forms, conditions and plans); (4) the mutual benefits of this collaboration and (5) the fears and risks related to collaboration.