Design/methodology/approach: Through the conduction of a netnographic exploration of active consumers on the Guardian website and interviews with passive consumers, the study’s aims of understanding co-creation in digitally facilitated newspaper consumption environment were achieved.
Findings: The findings have opened up new ways in which newspapers can harness value through consumption communities as well as suggesting the future scope of research. This study indicates that newspapers foster an atypical environment for the creation of a cohesive consumption community – something that has failed to be appreciated in extant information research – because their diverse content influences the formation of multiple community pools with members who do not always share the same beliefs. In addition, the study reveals that the Guardian’s online consumption community co-creates value without strict adherence to the prescribed contingencies set out in current literature. The findings uncover new patterns in community behaviour proving value to be created not just through their co-consumption but also through individual consumption.
Originality/value: This study contributes to discussions on how communities co-create value and how this differs with different article subjects (lifestyle and political and types of participants, both active and passive).
- value co-creation
- online community
- digital newspaper
- newspaper consumption
- newspaper industry
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Data availability statement for 'Digitally facilitated newspaper consumption and value co-creation'.
Chen, C. S. (Creator), Wu, M. S. (Creator), Nguyen, B. (Creator) & Li, S. (Creator), Emerald Group Publishing Limited, 14 Sep 2018