Exploring Consumptive Moments of Value-Creating Practice in Online Community

ABSTRACT Conceptual blind spots persist when it comes to understanding the value of consumptive dimensions of participation, such as lurking, in online community. This article uses a practice‐theoretical lens to conceptualize the consumptive moments of online community practices and explores how the...

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Bibliographic Details
Published in:Psychology & marketing 2015-03, Vol.32 (3), p.319-340
Main Authors: Hartmann, Benjamin J., Wiertz, Caroline, Arnould, Eric J.
Format: Article
Language:English
Subjects:
Citizen participation
Consumption
Consumption function
Gardens & gardening
Online information services
Social networks
Studies
Value chain
Value creation
Virtual communities
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Summary:ABSTRACT Conceptual blind spots persist when it comes to understanding the value of consumptive dimensions of participation, such as lurking, in online community. This article uses a practice‐theoretical lens to conceptualize the consumptive moments of online community practices and explores how they shape different value outcomes. Building on a mixed‐method investigation through two studies within an online gardening community, findings reveal two specific consumptive moments, direct and vicarious, and their differential role in the creation of community engagement and vitality. These findings suggest that lurking is not adequately described as a unidimensional construct, but is best understood as vicarious consumptive moments of specific online community practices with distinctive value outcomes. Implications for research on online consumption community are discussed.
ISSN:0742-6046
1520-6793
1520-6793
DOI:10.1002/mar.20782