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.