Identification of Benefits and Risks for Enterprises Arising from Consumer Engagement: A Preliminary Discussion

Abstract

The concept of collaboration between consumers and businesses is the main premise of the study. It is crucial in generating knowledge relevant for both business and consumers. This collaboration, characterized by continuous change, is based on the utilization of new technologies, devoid of formal contractual limitations, and stems from the active involvement of consumers in business activities oriented towards knowledge and consumer ideas. Although this collaboration brings numerous benefits, it also entails risks for businesses. Utilizing the results of previous research, this study employs a systematic literature review to identify the benefits and risks arising from consumer involvement in business activities. The study results are presented as variables and divided into four categories of benefits: product-related, reputational, economic and social, and informational and technological. Additionally, risks have been identified. These variables will be used in further research among businesses, providing valuable insights for companies seeking to effectively leverage consumer knowledge while simultaneously mitigating associated risks.