From transactions to interactions : the value of co-creation processes within online brand consumer communities

Purpose: The aim of this paper is to examine the extent of value co-creation activity that exists in online brand communities. The approach was to use elements of practice theory to analyse the member-to-member Adult Fans of Lego (AFOL) community Design/methodology/approach: The method adopted was netnography based on a study of eight LEGO Facebook groups. The study involved the collection of data in the form of text and images. Over a period of several months, the interactions between the AFOL ‘MEMBERS’ was examined and analysed. Findings: Using the characteristics of brand communities established by Muniz and O'Guinn as an investigative framework, the research established that there exists a range of co-creation practices in the AFOL communities revolving around engagement procedures and understandings. Practical implications: A range of strategies is revealed into how co-creation is established and maintained in an online community having key implications for the management of business processes. Originality/value: With limited previous research on member-to-member brand communities using practice theory, this paper demonstrates that customer skills and knowledge are now a central aspect of value creation, demonstrating a shift away from the firm as the sole provider of worth.