This study investigates how sponsoring firms can co-create value with members of online communities, despite lacking authority over these communities. Utilizing service-dominant logic, the research analyzes two Indonesian firm-sponsored online communities through a combination of literature review, interviews with 28 community members, and analysis of over 35,000 online comments. The findings highlight the importance of fluidity in online communities, facilitated by consensus-making, consensus settlement, and changing boundaries, and show how firms can alternate roles between co-creators and facilitators to condition these mechanisms. This contributes to the understanding of value co-creation in fluid organizations like online communities.
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Priharsari, Diah, and Babak Abedin. "Orchestrating value co-creation in online communities as fluid organisations: firm roles and value creation mechanisms." Information Technology & People 35.7 (2022): 2393-2417.
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