Value Co-destruction: The Dark Side of Interactions in Online Brand Communities

Jia Luo, Jiayu Wang, Rui Liu and Kaigeng Li

SAGE Open, 2024, vol. 14, issue 4, 21582440241295808

Abstract: With the advent of online communities, firms have invested heavily in creating their brand communities as a value co-creation platform to engage with their customers. However, customer interactions in online brand communities may not always be beneficial for firms. Drawing on conservation of resources theory, we explore how interaction failure as a manifestation of value co-destruction leads to negative customer outcomes in online brand communities. The results of an offline scenario-based experiment and an online survey suggest that interaction failure causes negative customer behaviors through two resource-based mediators: perceived usefulness and perceived fairness. Furthermore, we find that different types of interaction failures lead to different degrees of value co-destruction. Specifically, firm-oriented interaction failure leads to more negative customer behaviors than customer-oriented and peer-oriented interaction failures. Our study provides both theoretical and practical implications for value co-creation in online brand communities.

Keywords: value co-destruction; interaction; perceived usefulness; perceived fairness; online brand community; conservation of resources theory (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440241295808 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:14:y:2024:i:4:p:21582440241295808

DOI: 10.1177/21582440241295808

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().