Purpose. 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 community (AFOLS) Design/methodology/approach. The method adopted was netnography, being 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 adult fans of Lego was examined and analysed. Findings. Using the characteristics of brand communities established by Muniz and O’Guinn (2001) as an investigative framework, the research established that there exist a range of co creation practices in the AFOL communities, revolving around engagements, procedures and understandings Practical implications. A range of strategies are revealed into how co creation is established and maintained in an online community, having key implications for the management of business processes Originality/value. With limited previous research having been completed 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.

中文翻译：

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从交易到互动：在线品牌消费者社区内共同创造过程的价值

目的。本文的目的是研究在线品牌社区中存在的价值共创活动的程度。该方法是使用实​​践理论的要素来分析乐高社区（AFOLS）设计/方法论/方法的成年粉丝。根据对八个乐高Facebook小组的研究，采用的是民族志方法。该研究涉及文本和图像形式的数据收集。在几个月的时间内，对乐高成年粉丝之间的互动进行了检查和分析。发现。利用Muniz和O'Guinn（2001）建立的品牌社区的特征作为调查框架，该研究确定了AFOL社区中存在一系列共同创造实践，围绕着参与，程序和理解的实际含义。在在线社区中如何建立和维护合作创建方面揭示了一系列策略，这些策略对业务流程的原创性/价值管理具有关键意义。利用实践理论，在先前针对成员之间的品牌社区的有限研究中，本文证明了客户的技能和知识现在已成为价值创造的核心方面，这表明公司已从作为唯一的价值提供者的公司转变。