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The idea of value co-creation involves the benefit actors gain from integrating resources through activities and interactions within a service network, with the environment enabling high-quality collaboration. This paradigm highlights customers’ ability to co-create value with service providers and other customers. This idea is gaining traction in health care. These days, patients are no longer passive recipients of health-care services; rather they have started taking proactive roles in their self-health management. This study aims to understand the phenomenon of value co-creation among patients within online health communities (OHCs).

A systematic literature review of papers published from 2003 to 2024 in Web of Science-indexed journals was conducted. The review highlights theories, contexts, characteristics and methodologies in this area, synthesizing insights from previous research and presenting a future research agenda for underexplored and unexplored contexts using emerging theoretical perspectives and analytical methodologies.

The review illuminates theoretical and empirical studies on value co-creation among patients in OHCs. Previous research shows that value co-creation among patients leads to cognitive, affective and physical benefits such as reduced anxiety and stress, increased assurance and self-confidence, improved quality of life, enhanced patient empowerment, acceptance of disease and treatment effectiveness and a sense of self-worth and well-being.

This review synthesizes insights from previous works and outlines a research agenda for future studies in underexplored and unexplored contexts using new theoretical perspectives and methodologies. Considering the role social media plays in an individual’s life, this work will help in deep diving into the role of such online communities in the health-care sector.

An important task for all strategy leaders contemplating the use of co-creation is to determine how well the numerous co-creation project-design choices available to them align with their strategic priorities.

In order to implement co-creation, firms need to assess how their projects or initiatives support their strategic commitments and priorities. To this end, the authors offer managers a practical, easy-to-use assessment framework.

Executives should consider their approach to co-creation in terms of crafting and managing a portfolio of initiatives to be categorized and managed differently according to their strategic significance – high, medium or low.

A six-question assessment framework was inductively derived from an extensive literature review (113 articles) focusing on practices associated with co-creation and stakeholder involvement. Though they do not represent an exhaustive list of categories for assessment, they do, however, identify strategically important choices involved in designing co-creation ventures.

The six-question assessment framework is applied to the case of the Xerox-P&G co-innovation partnership, which illustrates how such significant co-creation initiatives might be profiled, and their main design choices analyzed.

The current study used the Stimuli-Organism-Response (S-O-R) paradigm to analyze value co-creation and customer gratitude influence on hotel guests' online reviews. It also examines the price fairness perception moderating influence on value co-creation and consumer gratitude.

Data were collected from 436 customers using an Internet-based questionnaire. PLS-SEM was utilized to assess hypotheses based on WarpPLS.7 software.

The findings demonstrated that value co-creation (co-production and value in use) significantly impacted customer gratitude and willingness to post positive online reviews. Gratitude positively influenced customers’ willingness to post online reviews. Gratitude mediated the relation between value co-creation and willingness to post positive online reviews. Price fairness perception moderated the relationship between value co-creation dimensions and customer gratitude.

The S-O-R framework underpins this study to measure the effects of co-production and value in use (stimuli) on consumer gratitude (organisms) and willingness to post positive online reviews (response). No prior studies examined this paradigm in an emerging market like Egypt. In addition, the study investigated the fair price fairness perception as a new moderating variable. Theoretical and managerial consequences are addressed.

Based on the stereotype content model (SCM), this study aims to enrich comprehension of virtual service assistant (VSA)-enabled service delivery through two pivotal avenues. Firstly, it aims to conceptualize and test the fundamental mechanism underlying how businesses deploy services using VSAs. Secondly, this study explores whether the paradigms of service co-creation versus service recovery differentially impact customers’ perceptions of warmth and competence in VSA-enabled service delivery.

This study used a one-factorial (service paradigm: service co-creation vs service recovery) field experiment. Covariance-based structural equation modelling was used to analyze the data.

The results show that VSA service quality dimensions impact satisfaction for service co-creation and both trust and satisfaction for service recovery. The stronger link that mediates this effect is competence for service co-creation and warmth for service recovery.

This research extends the understanding of SCM to VSA-enabled services and shows the asymmetries of mediation between the paradigms of service co-creation versus service recovery to suggest the most effective approach for VSAs to successfully meet customer requirements for establishing trust and satisfaction.

The purpose of this paper is to identify the dimensions and formation mechanisms of brand value on social media platforms within the prosumption logic based on the theory of value co-creation. By adopting a process-oriented mindset, this study deconstructs and applies the prosumption theory and the theory of value co-creation in the field of social media, thereby addressing the insufficiencies of previous research that focused primarily on the subject mindset. It offers reference ideas for social media brand managers to attract prosumers to engage in value co-creation.

The crawler technology and grounded theoretical method were adopted in this research paper.

Based on the logic of prosumption and the theory of value co-creation, the research finds that the brand value of social media platforms is composed of seven dimensions. The dimensions include brand recognition, brand perception quality, brand experience, brand value-in-use, brand relationship quality, brand loyalty and brand co-creation behavior. From the perspective of prosumption logic, the formation of brand value on social media platforms is a gradual accumulation process. This process involves prosumers participating in prosumption activities, progressing through several stages. Initially, it starts with “prosumption conditions”, which include brand recognition, brand perception quality and brand experience. It then moves to “prosumption processes,” characterized by brand value-in-use and brand relationship quality. Finally, it culminates in “prosumption outcomes,” represented by brand loyalty and brand co-creation behavior. From the perspective of value creation, the formation of brand value on social media platforms is a closed-loop process that includes “brand value identification and empowerment—brand value acquisition and transformation—brand value co-creation and relationship upgradation—brand value co-creation and stability—brand value feedback and iteration.”

The findings contribute to expanding prosumption and co-creation theory and enriching the prosumption logic frame. Meanwhile, it is conducive to encouraging prosumers to participate in the platform’s prosumption activities and jointly creating the brand value of the social media platform. This paper interprets prosumption through the lens of the value co-creation process.

As a high-reward strategy to differentiate social platforms, value co-creation is increasingly becoming a tool to enhance customers' social attachment. However, there is still a lack of academic understanding of the value co-creation that enables users to build social attachment with social platforms. To address this challenge, we develop and then examine a theoretical model grounded in value co-creation theory considering the relationship between value co-creation and social attachment, and also explore the mediating effect of user experience and the moderating effect of self-disclosure.

This study takes representative social platform users as the research object, chooses Questionnaire Star as the platform for questionnaire distribution and collection and collects 531 eligible data through the snowball sampling questionnaire method. And then, MPLUS7.4 is used to analyze the data and thus examine our proposed theoretical model.

The results of structural equation modeling analysis suggest that two dimensions of value co-creation (i.e. initiated value co-creation and spontaneous value co-creation) affect social attachment not only directly but also indirectly (i.e. the mediating role of user experience) and that self-disclosure moderates the impact of value co-creation affecting social attachment.

This study verifies the impact of different dimensions of value co-creation toward social platforms on social attachment, showing that value co-creation plays an important role in developing users' social attachment and provides practical implications for promoting the sustainable development of social platforms and building users' psychological well-being.

Instant crowdsourcing logistics (ICL) platform is an emerging business model in the field of logistics services. Crowdsourcees’ active participation in platform value co-creation is the key to success for this business model. This study aims to explore the influence of platform governance mechanisms on crowdsourcees’ participation in value co-creation on the platform.

Based on governance theory, this study constructed a model of the influence of platform governance mechanisms on crowdsourcees’ value co-creation intentions and discussed the role of community diversity in this model. The survey data of 319 collected from crowdsourcees on China’s well-known ICL platform were analyzed using a partial least squares structural equation model.

The results showed that platform governance mechanisms have a significant influence on crowdsourcees’ value co-creation intentions. Among them, the impact of the welfare resource support mechanism is the largest, followed by the reputation reward and punishment mechanism, while the price coordination mechanism has the least impact. Community diversity has a significant positive moderating effect on the welfare resource support mechanism and crowdsourcees’ value co-creation intentions, but not between other governance mechanisms and crowdsourcees’ value co-creation intentions.

The results provide references for ICL platform to develop a targeted governance mechanism to enhance the positive role of community diversity and reduce the negative impact.

Artificial intelligence (AI) used in service has sparked fundamental changes in how enterprises engage their customers. AI specifically designed for customer service is denoted as service-oriented AI. Through the lens of social information processing theory and the pleasure-arousal-dominance (PAD) emotional state model, this study aims to examine the underlying mechanisms for service-oriented AI anthropomorphism to influence customers' propensity for value co-creation.

Our data were collected from hotel customers who had experienced interactions with service-oriented AI. Through purposive sampling, 350 survey responses were collected. We analyzed the survey data using covariance-based structural equation modeling (CB-SEM).

This study has two key findings. Firstly, customers' propensity for value co-creation is favorably facilitated by the anthropomorphism of service-oriented AI. Secondly, the anthropomorphism of service-oriented AI can strengthen customers' perceptions of cuteness and service capacity, elicit a sense of novelty, and enhance customers' propensity to collaborate with service-oriented AI to create value. These findings address the research gaps by focusing on customer engagement through service-oriented AI and provide a theoretical basis for subsequent practical endeavors in the field.

Integrating the PAD emotional state model with the social information processing theory, this study explores the effects of service-oriented AI's anthropomorphism on customers' propensity for value co-creation.

This study aims to analyze the effect of social media marketing (SMM), generated by doctors and dentists, on consumers’ purchase intention, via the influence of the value co-creation perception, brand equity and consumer brand engagement. Additionally, this study analyzes the moderating role of purchase frequency.

A sample of 110 respondents was surveyed using a self-administered questionnaire. The partial least squares structural equation modeling (PLS-SEM) was used to test the research hypothesis.

The findings reveal that SMM positively influences value co-creation perception. Value co-creation perception positively influences brand equity and consumer brand engagement. Brand equity positively influences purchase intention. The moderating role of frequency was confirmed. However, the effects of consumer brand engagement on purchase intention were not confirmed.

The study findings enable healthcare marketers to develop social media marketing and branding strategies to engage consumers and increase perceived value, brand equity and purchase intention of healthcare services.

To the best of the authors’ knowledge, this study is the first to introduce SMM as an antecedent of the relationship between value co-creation and brand equity. This study is also the first to test the relationship between value co-creation and brand equity in the healthcare sector. A new integrated model was proposed to understand the effects of SMM on the intention to purchase healthcare services.

This study proposes a conceptual model and aims (1) to understand how co-creation experience influences guest engagement, (2) to analyse the effect of satisfaction and affective image between co-creation experience and guest engagement, and (3) to analyse the effect of guest engagement on behavioural intentions.

A questionnaire-based online survey was conducted targeting U.S.-based hotel customers. Developed on Qualtrics and distributed via Mechanical Turk, the survey garnered 465 useable responses from individuals who had visited international chain hotels within the last year. Data analysis was performed using Structural Equation Modelling (SEM) in IBM SPSS Amos.

The findings revealed significant direct effects of co-creation experience on affective image and guest satisfaction, with guest satisfaction notably influencing guest engagement, and guest engagement directly influencing behavioural intention. However, both co-creation experience and affective image showed minimal direct impact on guest engagement. The study also highlighted the importance of indirect effects and total effects in understanding the dynamics between the constructs analysed.

The findings revealed significant direct effects of co-creation experience on affective image, with affective image notably influencing guest engagement, and guest engagement directly influencing behavioural intention. Although satisfaction had direct effects on guest engagement, co-creation experience showed minimal direct impact on guest satisfaction and on guest engagement.

This study advises managers to use co-creation primarily to enrich guest experiences and establish emotional connections rather than as a tool for directly enhancing engagement. It recommends that managers invest in strategies to enhance guest engagement beyond co-creation given the direct link between guest engagement and behavioural intentions, and the minimal direct impact between co-creation, guest engagement and satisfaction.

This study demonstrates that affective image is a pivotal mediator between co-creation experience and guest engagement. The findings provide valuable implications for hospitality practitioners in designing and managing co-creation experiences, emphasizing the importance of fostering a positive affective image in the value co-creation process to attain positive behavioural outcomes.