...Haili Pan Purpose Many companies strengthen their interaction with consumers by establishing online communities and bring convenience to value co-creation with consumers. Some companies use economic and social strategies to stimulate consumer value creation. However, the way to increase...

...Yang Zhao; Yawen Chen; Ruoxin Zhou; Yinping Ci Purpose The purpose of this paper is to explore the factors influencing customers’ willingness to participate in virtual brand community’s value co-creation and help companies better operating the virtual brand community. Design/methodology...

...Rocío Alarcón López; Salvador Ruiz de Maya; Inés López López Purpose The purpose of this paper is to analyze the effects of sharing co-creation experiences on consumers’ behavioral intentions. Increasingly often, companies interact with consumers and involve them in value co-creation, especially...