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

Barry Ardley (Lincoln International Business School, University of Lincoln - Brayford Campus, Lincoln, UK) (University of Lincoln, Lincoln, UK)
Eleanor McIntosh (Houghton International UK, Newcastle, UK)
John McManus (Emerald Publishing Limited, Bingley, UK)

Business Process Management Journal

ISSN: 1463-7154

Article publication date: 9 May 2020

Issue publication date: 13 August 2020




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


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.


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.


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.



Ardley, B., McIntosh, E. and McManus, J. (2020), "From transactions to interactions: the value of co-creation processes within online brand consumer communities", Business Process Management Journal, Vol. 26 No. 4, pp. 825-838.



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Copyright © 2020, Emerald Publishing Limited

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