Citizen Science: Exploring the underlying dimensions of citizen engagement and value co-creation through the lens of marketing

Marques, D., Silva, J., & Machado, R. (2024). Citizen Science: Exploring the underlying dimensions of citizen engagement and value co-creation through the lens of marketing. Biological Conservation, 296. https://doi.org/10.1016/j.biocon.2024.110711This episode explores citizen engagement (CE) and value co-creation in citizen science (CS) projects through a marketing lens, using the biodiversity monitoring platform BioDiversity4All as a case study. The study examines key dimensions of engagement, motivations driving participation, and resource integration in value co-creation.Findings highlight intrinsic motivations (biodiversity interest, competition, fun, learning) and extrinsic motivations (platform usability, curiosity, design, environmental and community concerns) that drive engagement. Value co-creation occurs as participants apply operant resources (knowledge, skills, relationships) to operand resources (biodiversity, technology, information).CE is analyzed across cognitive, affective, behavioral, and social dimensions, leading to four perceived value categories: educational, scientific, social, and personal. The proposed CE model outlines the engagement process, its motivational drivers, and its role in value co-creation. This episode delves into how active public participation is essential for the success of citizen science initiatives, shaping institutions and social networks.