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Purpose -Approached from the customer-dominant (C-D) logic perspective, this paper aims to extend current value co-creation discussions by providing conceptual insights into cocreation within customers' social sphere. Focusing on socially dense contexts in which customers consume together in dyads or collectives, the paper seeks to provide recommendations of how service managers can facilitate customer-to-customer (C2C) cocreation. Design/methodology/approach -The paper bridges current thinking on value within the C-D logic with service management perspectives on C2C interactions and social science concepts on consumer communities. Examples from literature and practice are drawn on in the discussion. Findings -The proposed framework reveals C2C co-creation as a dynamic, multi-layered process that is embedded in customers' social contexts. Value emerges in four distinctive social layers: "detached customers", "social bubble", "temporary communitas" and "ongoing neo-tribes". Research limitations/implications -This paper is conceptual. Further validation of the framework in a variety of socially dense consumption settings is needed, using field-based qualitative methods such as participant observation and interviews. Practical implications -Awareness of the multi-layered nature of C2C cocreation and specific practices in which value is formed provides service managers with opportunities to create value propositions that help facilitate such co-creation. Service managers across various sectors benefit from understanding how customers can be "nudged" into more socially immersive co-creation layers. Originality/value -The paper contributes by introducing a C2C co-creation perspective, conceptualizing the social layers within which value is formed, and providing specific propositions to service managers with regard to servicescape structuring and other strategies that facilitate C2C co-creation.

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Tracking technologies that monitor exercise and health have grown in popularity, while online communities have emerged to encourage healthier lifestyles. Runners display high engagement levels with these technologies, however, studies are inconclusive about the effectiveness of these tools, and half of tracking device owners stop use within three months. This exploratory study analyses the engagement practices of UK based long distance runners with tracking technologies and online communities in order to explore how these provide social support for runners. Data were derived from nine interviews. Findings identify distinct use practices associated with social networking sites, running club online communities and tracking applications. Social support is not as prominent as social comparison, identity formation, motivation and information gathering for runners. The nature of the community, co-present connections between individuals and running experience have implications for engagement and support practices, while emotional attachment to data represents an opportunity for development.

Music festivals (in the UK) have the potential to enhance the quality of life of attendees and participants, and therefore it might be argued they should be accessible to all. However, the barriers to participation that some may face when seeking to access and engage with festival experiences can often be attributed to the issue of marginalisation due to poverty. Utilising the three discourses of social inclusion put forward by Levitas as a framework, the study explores what UK music festival organisations are doing and could do to make their events more accessible to people living in poverty. Through an analysis of a series of festival websites and semi-structured interviews with festival organisers, some of the financial considerations that can influence participation and act as a barrier to making festivals an inclusive aspect of our cultural life were identified, and solutions were explored. The paper found that despite the social benefits of attending, those living in poverty have become an increasingly marginalised group of festival goers as a result of the disproportional rise in costs associated with attendance, which often goes beyond only the ticket price to include hidden extras. Whilst several festivals undertake outreach work and donate to charitable organisations, only a handful have specific initiatives that improve access for those living in poverty beyond spreading out the price of the ticket via instalments and volunteering opportunities. Findings suggest whilst many music festivals are starting to recognise the importance of the issue, few have specific initiatives but are willing to consider what they can do moving forward.