{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,12]],"date-time":"2026-01-12T21:12:52Z","timestamp":1768252372891,"version":"3.49.0"},"reference-count":52,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2020,5,9]],"date-time":"2020-05-09T00:00:00Z","timestamp":1588982400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["BPMJ"],"published-print":{"date-parts":[[2020,8,13]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>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<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>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 \u2018MEMBERS\u2019 was examined and analysed.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>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.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>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.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>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.<\/jats:p><\/jats:sec>","DOI":"10.1108\/bpmj-10-2019-0444","type":"journal-article","created":{"date-parts":[[2020,5,9]],"date-time":"2020-05-09T03:45:10Z","timestamp":1588995910000},"page":"825-838","source":"Crossref","is-referenced-by-count":17,"title":["From transactions to interactions: the value of co-creation processes within online brand consumer 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