.... Furthermore, based on content analysis of extracted themes, we propose a comprehensive conceptual framework encompassing facilitators and unintended outcomes of transformative value creation. We used the Theory, Context, Characteristics and Methodology (TCCM) framework to integrate, communicate and critically...

... framework to capture the complexity of the co-creation of transformative value experienced by the consumers of online transformative services. Design/methodology/approach This paper uses a netnography approach to examine longitudinal data from an online weight management program. In total, this research...