Value co-creation in firm sponsored online communities

Abstract

Purpose The purpose of this paper is to explore enablers and constraints in value co-creation in sponsored online communities, and to identify firm roles in shaping value co-creation. The structured analysis is translated into strategies for practitioners and for guiding future research. Design/methodology/approach The authors systematically review and synthesise the literature to develop a comprehensive model of value co-creation. Findings The literature review findings have led to the identification of four actors in sponsored online communities, revealed enablers and constraints for value co-creation in online communities, and provided insight into the simultaneous roles of sponsoring firm (co-creator and facilitator) and the interrelationship between them. Research limitations/implications Like other systematic literature review studies, the findings are limited by what was reported in the papers selected for the review. The authors contribute to service-dominant logic (SDL) by bridging the macro level to the empirical level, and add to our understanding of the sociomateriality theory by capturing constraints and enablers coming from various actors. Practical implications The extracted enablers and constraints guide decision makers to better design, asses, monitor and support sponsored online communities. The findings also inform how to orchestrate the two sponsoring firm roles so that the online community is still attractive for the members and creates value for the sponsoring firm. Originality/value Given the variety of disciplines dealing with value co-creation, and given the plenitude of definitions and related concepts, this study consolidates the existing knowledge and models how value is co-created in online communities.

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