Online Community Value Co-creation: Differences in Firms’ Strategies and Moderating Conditions

A Meta-Analysis of the Effects of Interaction on Value Co-Creation in Online Collaborative Innovation Communities Based on the Service Ecosystem Framework

Interaction is typically at the core of the value co-creation process through operant resource exchange in online collaborative innovation communities (OCICs). While some studies emphasize the facilitating effect of interaction on value co-creation, others have drawn opposite conclusions, such as more peer interaction leads to less idea generation. Thus, the purpose of this paper is to utilize the service ecosystem framework to clarify the overall relationship between interaction and value co-creation and to explore the moderating factors that may have contributed to the divergence and inconsistency of previous studies. We conducted a meta-analysis of 65 effect sizes obtained from 63 articles with a cumulative sample size of 25,185 between 2004 and 2023, using a random effects model. The results indicate that interaction has a significantly positive impact on user value co-creation within OCICs (r = 0.453, 95%CI [0.405, 0.499]), and the heterogeneity among studies was significant (Q = 1409.29, p < 0.001). The strength of this correlation was moderated by the types of interaction (human-computer or human-human interactions), the types of OCICs (business-sponsored or socially constructed online communities), and the number of involved OCICs (one or multiple online communities), but not by the cultural background. These findings support the service ecosystem perspective rather than resource scarcity theory by resolving the mixed findings regarding the relationship between interaction and user value co-creation. Furthermore, this study systematically examined the contingent factors separately across three levels, micro (types of actor interactions), meso (types and number of OCICs), and macro (cultural background), combining the whole and the part insights, and empirically integrating service ecosystems as the foundational paradigm and unit of analysis for value co-creation research for the first time. This research contributes to theoretical frameworks in service ecosystems and offers actionable insights for management practices in business and marketing.

How do internet memes affect brand image?

Purpose

This study aims to investigate how Internet memes affect brand image.

Design/methodology/approach

The authors first used the Delphi method to refine Internet memes' constructs and dimensions and developed a scale for Internet memes. Second, the authors used a questionnaire to collect data from 348 valid Internet consumers.

Findings

The authors proposed four significant characteristics of Internet memes: humour, high positive emotional intensity, brand interactions and prestige, and high spreadability to prompt consumers to remake, share and spread memes. The study results indicate that Internet memes positively influence the brand image. However, not all meme characteristics were correlated with the brand image; only brand prestige, interaction and humour enhanced brand image.

Originality/value

For scholars in online marketing communication research, this study shifts the current paradigm of brand-generated and customer-passive to user-generated and customer-active. It also addresses the importance of pandemic effects of Internet memes on brand image. To be specific, this study presents the important symbolic values that Internet memes need to include to affect consumers' behaviour in response to perceived brand image by applying both mind infection and symbolic value perspectives. Finally, this study redefines the dimensions and measurements of Internet memes to address the lack of consensus and concrete scales regarding meme transmission characteristics and extending into online marketing communication strategies.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0364