...Laura Hernández-López; Salvador Del Barrio-García; Maria Belen Prados-Peña Purpose This study aims to examine the process of value co-creation (VCC) on digital ecotourism platforms and the role of perceived platform usefulness and user participation behavior in that process. The study also seeks...

... explored how brand communities – and their digital counterpart, social media brand communities – may play a fundamental role in value co-creation practices; particularly with regard to the assessment of the importance of specific types of community (Carù and Cova, 2015) . From this perspective, it has...