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The Systemic Creation of Value Through Circulation in Collaborative Consumer Networks

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  • Bernardo Figueiredo
  • Daiane Scaraboto

Abstract

Extant research tends to adopt a community perspective when examining value creation in consumer collectives that limits the understanding of how value is created in loosely organized, dynamic, and heterogeneous networks. This study expands research on value creation by adopting a circulation-centric perspective that explains how value is created systemically in collaborative consumer networks. Inspired by anthropological theories of value creation, this study examines how circulation enables the systemic creation of value by connecting networked participants, their actions, objects, and value outcomes. Ethnographic and netnographic data were collected on the collaborative network of geocaching, in which consumers promote the circulation of objects known as travel bugs. The systemic creation of value in collaborative consumer networks is composed of four subprocesses triggered by object circulation—enactment, transvaluation, assessment, and alignment—that may happen concurrently and in multiple iterations. This process explains how geographic dispersion can coexist with the cultural situatedness of value creation and helps integrate prior research on value creation and value outcomes through the development of a systemic framework that explains value creation in terms of both individual actions and collective outcomes. Moreover, the findings motivate discussion on the affordances of physical and digital objects for value creation.

Suggested Citation

  • Bernardo Figueiredo & Daiane Scaraboto, 2016. "The Systemic Creation of Value Through Circulation in Collaborative Consumer Networks," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(4), pages 509-533.
  • Handle: RePEc:oup:jconrs:v:43:y:2016:i:4:p:509-533.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucw038
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    Cited by:

    1. Burnes, Bernard & Choi, Hwanho, 2021. "Hybrid economy in the digital age: The case of the independent music community in Korea," Technology in Society, Elsevier, vol. 65(C).
    2. Lez Trujillo-Torres & Eda Anlamlier & Laetitia Mimoun & Lagnajita Chatterjee & Delphine Dion, 2024. "Access-based customer journeys," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 24-43, January.
    3. Le Wang & Paul Benjamin Lowry & Xin (Robert) Luo & Han Li, 2023. "Moving Consumers from Free to Fee in Platform-Based Markets: An Empirical Study of Multiplayer Online Battle Arena Games," Information Systems Research, INFORMS, vol. 34(1), pages 275-296, March.
    4. Boyaval, Marine & Herbert, Maud, 2018. "One for all and all for one? The bliss and torment in communal entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 412-422.
    5. Lammi, Minna & Pantzar, Mika, 2019. "The data economy: How technological change has altered the role of the citizen-consumer," Technology in Society, Elsevier, vol. 59(C).
    6. Francesco Crisci, 2018. ""From Objects to Things" in the World of Aldus Manutius (1494-1515): Renaissance Publishing, and Institutional Dynamics in Markets," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(1), pages 131-152.
    7. Tzu-Fei Hsiung & Yueh-Hsiu Cheng & Zi-Xun Han, 2021. "Sustainable Partnership: Operational Condition Analysis for Brand Value Co-Creation," Sustainability, MDPI, vol. 13(12), pages 1-23, June.
    8. Lez Trujillo Torres & Benét DeBerry-Spence, 2019. "Consumer valorization strategies in traumatic extraordinary experiences," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 516-531, May.
    9. Monica Scarano & Oliviane Brodin, 2020. "Understanding the modification of a customer network based on the circulation of products and brands between members of a personal network [Comprendre la modification d'un réseau de consommateurs à," Post-Print hal-03349533, HAL.
    10. Northey, Gavin & Brodie, Rod, 2020. "Leveraging the power of the sharing economy," Australasian marketing journal, Elsevier, vol. 28(3), pages 1-3.
    11. Abdelrahman, Omar Khaled & Banister, Emma & Hampson, Daniel Peter, 2020. "Curatorial consumption: Objects’ circulation and transference in the vintage marketplace," Journal of Business Research, Elsevier, vol. 114(C), pages 304-311.
    12. Oliviane Brodin & Monica Scarano, 2018. "La mobilité récursive dans le réseau personnel affinitaire translocal : une mobilité hors consommation liquide ?," Post-Print hal-03349605, HAL.
    13. Marcelo Royo-Vela & Mariell Velasquez Serrano, 2021. "Value Co-Creation Process and Measurement in 4.0 SMEs: An Exploratory Research in a B2B Marketing Innovation Context," Administrative Sciences, MDPI, vol. 11(1), pages 1-13, February.
    14. Busca, Laurent & Bertrandias, Laurent, 2020. "A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 1-19.
    15. Helkkula, Anu & Arnould, Eric J., 2022. "Using neo-animism to revisit actors for Sustainable Development Goals (SDGs) in S-D logic," Journal of Business Research, Elsevier, vol. 149(C), pages 860-868.
    16. Dion, Delphine & Mimoun, Laetitia & Anlamlier, Eda & Chatterjee, Lagnajita & Trujillo-Torres, Lez, 2023. "Consumer hacks in the sharing economy," Journal of Business Research, Elsevier, vol. 167(C).

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