Virtual co-creative community: exploring individual value creation

Abstract

Internet, web 2.0 and virtual communities have made virtual co-creation a suitable means to create joint value with consumers. Value co-creation with virtual communities is becoming an important trend in the market. However, there is little research around consumer experiences in these communities. This gap in the literature creates a challenge for companies who want to implement virtual co-creation programs. The aim of this research is to understand why consumers are co-creating in virtual communities for free.