Exploring consumptive moments of value-creating practice in online community

Benjamin J. Hartmann, Caroline Wiertz, Eric J. Arnould

Research output: Contribution to journalArticleScientificpeer-review

38 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)319-340
Number of pages21
JournalPSYCHOLOGY AND MARKETING
Volume32
Issue number3
DOIs
Publication statusPublished - Mar 2015
MoE publication typeA1 Journal article-refereed

Keywords

  • practice
  • productive moments
  • Online Communities
  • Value creation

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