Value co-creation in firm sponsored online communities What enables, constrains, and shapes value

Purpose The purpose of this paper is to explore enablers and constraints in value co-creation in sponsored online communities, and to identify firm roles in shaping value co-creation. The structured analysis is translated into strategies for practitioners and for guiding future research. Design/methodology/approach The authors systematically review and synthesise the literature to develop a comprehensive model of value co-creation. Findings The literature review findings have led to the identification of four actors in sponsored online communities, revealed enablers and constraints for value co-creation in online communities, and provided insight into the simultaneous roles of sponsoring firm (co-creator and facilitator) and the interrelationship between them. Originality/value Given the variety of disciplines dealing with value co-creation, and given the plenitude of definitions and related concepts, this study consolidates the existing knowledge and models how value is co-created in online communities.