Discussion
Our results reveal the dynamic roles of individuals in the value creation process. Consumers can
co-create value through social interactions by acting as beneficiaries and providers. We have
focused on the process of negotiation between individuals through collective actions within the
co-consuming group. Our findings show that each consumer or member in the co-consuming group
participates in the social network in order to pursue two main goals: individual goals – information
gathering, experiences, developing relationships, and social interaction – and collective goals –
developing a sense of community or group identity, contributing to the group’s collective
resources, supporting a brand culture, and so forth.