The value co-creation chain: the triple role of consumer.

This paper is focused on the central role of consumer in the companies’ value chain. In particular, digital consumer interaction could represent new opportunities for companies that can take advantage from the active role of the consumer in the creation of value. The contemporaneity of consumer and company roles in the value chain is gradually leading to a convergence of interests among parties. In fact, individuals and companies are increasingly connected through digital media and this allows a strong and constant exchange of inputs and outputs between parties, simultaneously before, during and after sale. Indeed, companies are enabled to promote, intermediate and intercept customer conversation, while, individuals are committed to the new social game and keeping companies under non-contractual observation. Through a netnographic analysis on 20 worldwide crowd-sourcing platforms, this study aims to explore the characteristics e-WOM (electronic-Word of Mouth) in individuals’ conversations. Results show that the digital consumer acts in three different roles during his/her interaction online: as Citizen in his/her social care of peers (Social Benefit), Customer in looking for the better shopping deal (Functional Benefit) and co-Creator in developing new ideas for companies (co-Creation). We find 7 main co-creation precesses performed by consumers, and among these, co-advertising has the highest level of consumer involvement. We identify a co-responsibility between companies and customers that confirms the convergence of interests between parties. Thus, we support the existence of the overlapping of dialogue and purchase that can generate a positive loop between company and individuals.