PACIS 2019 Proceedings

Abstract

The growth of social media enables firms to co-create value with customers in online communities.The lack of authority of the sponsoring firm in online communities brings questionson how to orchestrate all members of the online community.The extant literature is unsettled about whether sponsoring online communities by firms are worthwhile, and what shapes value co-creation in these communities. Through a critical realist case study, we examined a firm sponsored community of interest in Indonesia. We found that the sponsoring firm should play roles as a co-creator and as a facilitator and switch between them to navigate a community of interest. This study contributes to current knowledge: (i) we propose three mechanisms in the community of interest and how thosecan be conditioned by the firm roles when orchestrating communities of interest;(ii) we provide an example of a critical realist case study in the field of information systems.

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