“…Co-creation process describes the way actors behave, interact, interpret, experience, use, and evaluate propositions based on the social construction of which they are a part. Value can extend into future processes beyond the instant realm of exchange or without the "direct" intervention of another party (e.g., through use, social relation, and joint construction) (Ranjan and Read, 2016) (1) Co-production: knowledge, equity and interaction (2) Value in use: experience, personalization, and relationship Co-creation describes the customer as an active participant and collaborative partner in relational exchanges, through involvement in the entire service value chain (Yi and Gong, 2013) (1) Customer participation: information seeking, information sharing, responsible behavior, and personal interaction (2) Customer citizenship: feedback, advocacy, helping, and tolerance seeking, information sharing, responsible behavior, and personal interaction, and those that determine the latter are feedback, advocacy, helping, and tolerance. According to Rubio et al (2019), in subsequent studies, these behaviors have been modified depending on the application context (brand communities, digital platforms, and social networks) (Tonteri et al, 2011;Tsai and Pai, 2013;Vernette and Hamdi-Kidar, 2013;Chen et al, 2014;Xu and Li, 2015;Chou et al, 2016;Hu et al, 2016).…”