Weal so found evidence of double exploitation within the co-consuming group in cases where consumers
have constructed active roles and cultural codes to react to the exploitation. We provide additional
insights to those presented by Schau et al. (2009) into the value creation process by exploring
individual roles within the co-consuming group. Individual consumers can play two main roles in the value creation process: provider and beneficiary, as shown in Figure 1. Providers play an important
role as creative posters, brand warriors, and moderators by sharing resources and other benefits within
the community, thereby strengthening the Liverpool FC brand and managing community standards.
Because value can be uniquely perceived by each beneficiary, benefits from this process can be experienced
from social interactions, aggregated knowledge, or hedonistic emotions, depending on the situation,
person, issue, or time (e.g. Holbrook, 2006; Vargo and Lusch, 2008).