Collective Value Creation and Empowerment in an Online Brand Community: A Netnographic Study on LEGO Builders

Abstract

Online communities are becoming “places” of belonging, information, and emotional sup- port that people cannot do without. These social groups have a real existence for their par- ticipants, and thus have consequential effects on many aspects of behaviour. This article examines collective value creation and empowerment in an online brand community. It presents the main features of an online brand community, the process of value co-cre- ation, and motivators for participating in online brand communities. These key factors jointly characterize collective value creation and empowerment. This netnographic study focuses on an online brand community called BrickBuilders, which is a meeting place for LEGO builders in Finland. BrickBuilders’ members feel a sense of belonging, they share similar motivations, and they create value together.