A netnography analysis of brand co-creation in online brand communities; Case study: Hiba

Jalilvand, Mohammad Reza; Ziadoust, Mohammad Moein

doi:10.22059/jcss.2026.406347.1199

A netnography analysis of brand co-creation in online brand communities; Case study: Hiba

Articles in Press

Document Type : Original article

Authors

Department of Business Management and Entrepreneurship, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Tehran, Iran.

10.22059/jcss.2026.406347.1199

Abstract

Background: Instagram, as one of the most popular social platforms, provides a suitable environment for interaction between brands and users. In this digital space, the concept of "brand co-creation," which refers to the active participation of users in the formation and enhancement of brand value, has gained particular significance.
Aims: This study aims to propose a brand co-creation framework within the online communities of brands active on Instagram.
Methodology: This study adopts a netnographic strategy to develop a framework of brand co-creation in online communities. In this regard, the Instagram page activities of the Hiba brand over the past year were analyzed. In addition, interviews were conducted with 12 followers of this page who had actively participated in co-creation activities.
Findings: The identified themes under the dimension of transparency in brand co-creation include: valuable content, creative and distinctive content, educational and useful content, interactive and participatory content, storytelling content, customer orientation and trust-building, digital empathy, emotional and affective interactions, and behavioral and practical interactions. In the dimension of tools for brand co-creation, the identified elements include posts, likes, comments, liking comments, stories, direct messages, polls, sharing, and Instagram Lives. Furthermore, the themes extracted under the dimension of risk and benefit of brand co-creation consist of hidden burdens and gaps, both material and spiritual. Communication failures, communicative inefficiencies, lack of information, communication errors, trust cues, positive and effective responsiveness, authenticity and transparency, and purposeful communication are among the themes related to the transparency dimension.
Conclusion: Interactions in online brand communities are influenced by the content presented and the nature of communication. Brands must reinforce consumer trust by delivering valuable and creative content. Various tools such as likes, comments, and polls assist brands in engaging more collaboratively with consumers. Brand co-creation has both advantages and disadvantages, necessitating intelligent management to evolve into a successful strategy. Additionally, the clarity of interactions is affected by various factors that can influence consumer trust and satisfaction.

Keywords

Main Subjects

business & economics

References

Benmiled-Cherif, H.; Kaufmann, H. & Manarioti, A. (2016). “The influence of brand community on co-creation: a cross national study of the brand AXE in France and Tunisia”. World Review of Entrepreneurship, Management and Sustainable Development. 12: 285-299. https://ideas.repec.org/a/ids/wremsd/v12y2016i2-3p285-299.html.

Chapman, A. & Dilmperi, A. (2022). “Luxury brand value co-creation with online brand communities in the service encounter”. Journal of Business Research. 144: 902-921.‏ https://doi.org/10.1016/j.jbusres.2022.01.068.

Dijk, J.; Antonides, G. & Schillewaert, N. (2014).” Effects of co-creation claim on consumer brand perceptions and behavioural intentions”. International Journal of Consumer Studies. 38: 110-118. https://doi.org/10.1111/ijcs.12071?urlappend=%3Futm_source%3Dresearchgate.net%26utm_medium%3Darticle.

Erhardt, N.; Martin-Rios, C. & Chan, E. (2019). “Value co-creation in sport entertainment between internal and external stakeholders”. International Journal of Contemporary Hospitality Management. 31(11): 4192-4210. https://doi.org/10.1108/IJCHM-03-2018-0244.

France, C.; Grace, D.; Merrilees, B. & Miller, D. (2018). "Customer brand co-creation behavior: conceptualization and empirical validation". Marketing Intelligence & Planning. 36(3): 334-348. https://doi.org/10.1108/MIP-10-2017-0266.

Hajli, N.; Shanmugam, M.; Papagiannidis, S.; Zahay, D. & Richard, M.O. (2017). “Branding co-creation with members of online brand communities”. Journal of Business Research. 70: 136-144.‏ https://doi.org/10.1016/j.jbusres.2016.08.026.

Iglesias, O.; Markovic, S.; Bagherzadeh, M. & Singh, J. (2018). “Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty”. Journal of Business Ethics. 163: 151-166. https://doi.org/10.1007/s10551-018-4015-y.

Ind, N.; Fuller, C. & Trevail, C. (2012). Brand Together: How Co-Creation Generates Innovation and Re-Energizes Brands. Kogan Page Publishers.‏

Ind, N.; Iglesias, O. & Markovic, S. (2017). “The co-creation continuum: From tactical market research tool to strategic collaborative innovation method”. Journal of Brand Management. 24(4): 310-321. https://doi.org/10.1057/s41262-017-0051-7.

Israilov, S. & Cho, H. (2017). “How co-creation helped address hierarchy, overwhelmed patients, and conflicts of interest in health care quality and safety”. AMA Journal of Ethics. 19(11): 1139-1145. https://doi.org/10.1001/journalofethics.2017.19.11.mhst1-1711.

Kamboj, S.; Sarmah, B.; Gupta, S. & Dwivedi, Y. (2018), “Examining branding co-creation in brand communities on social media: applying the paradigm of Stimulus-Organism-Response”. International Journal of Information Management. 39: 169-185. https://doi.org/10.1016/j.ijinfomgt.2017.12.001.

Kozinets, R.V. (2019). Netnography: The Essential Guide to Qualitative Social Media Research. 3rd Edition. SAGE Publications Ltd.

Le, Q.H.; Phan Tan, L. & Hoang, T.H. (2022). “Customer brand co-creation on social media: A systematic review”. Marketing Intelligence & Planning. 40(8): 1038-1053.‏ https://doi.org/10.1108/MIP-04-2022-0161.

Lin, S.; Yang, S.; Ma, M. & Huang, J. (2018). “Value co-creation on social media: Examining the relationship between brand engagement and display advertising effectiveness for Chinese hotels”. International Journal of Contemporary Hospitality Management. 30(4): 2153-2174. https://doi.org/10.1108/IJCHM-08-2016-0484.

Machala, J. & Havíř, D. (2019). “You cannot do it yourself: Enhancing experience through co-creation”. Trends Economics and Management. 13(33): 51. https://doi.org/10.13164/trends.2019.33.51.

Nogueira-Pellizzoni, L. & Baldanza, R.F. (2019). “Co-creation in conventional and collaborative businesses”. Estudios Gerenciales. 35(151): 95-108.‏ https://doi.org/10.18046/j.estger.2019.151.3055.

Okoeguale, A. (2023). “Brand value co-creation revisited: A critical review of studies”. Academic Journal of Interdisciplinary Studies. 12(2): 323. https://doi.org/10.36941/ajis-2023-0052.

Prahalad, C.K. & Ramaswamy, V. (2004). "Co-creation experiences: The next practice in value creation". Journal of Interactive Marketing. 18(3):5-14. https://doi.org/10.1002/dir.20015.

Rashid, Y.; Ansar, W.; Ahmad Ahsan, A. & Azam, F. (2019), “Value co-creation and social media”. European Business Review. 31(5): 761-784. https://www.academia.edu/102710506/Value_co_creation_and_social_media.

Rubio, N.; Villasenor, N. & Yag ue, M.J. (2021). “Influence of value co-creation on virtual community brand equity for unichannel vs. multichannel users”. Sustainability. 13(15): 1-16. https://www.mdpi.com/2071-1050/13/15/8403.

Sarkar, S. & Banerjee, S. (2021). “Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation”. Journal of Product & Brand Management. 30(8): 1094-1114.‏ https://doi.org/10.1108/JPBM-01-2020-2732.

Skandalis, A. (2023). “Transitional space and new forms of value co-creation in online brand communities”. Journal of Business Research. 155, 113392. https://doi.org/10.1016/j.jbusres.2022.113392.

Sohaib, M. & Han, H. (2023). “Building value co-creation with social media marketing, brand trust, and brand loyalty”. Journal of Retailing and Consumer Services. 74, 103442. https://doi.org/10.1016/j.jretconser.2023.103442.

Tajvidi, M.; Richard, M.O.; Wang, Y. & Hajli, N. (2020). “Brand co-creation through social commerce information sharing: The role of social media”. Journal of Business Research. 121: 476-486.‏ https://doi.org/10.1016/j.jbusres.2018.06.008.

Wang, Y.; Hsiao, S.; Yang, Z. & Hajli, N. (2016). “The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities”. Industrial Marketing Management. 54: 56-70. https://doi.org/10.1016/j.indmarman.2015.12.008.

Wang, K.; Tai, J.C. & Hu, H.F. (2023). “Role of brand engagement and co-creation experience in online brand community continuance: A service-dominant logic perspective”. Information Processing & Management. 60(1): 103136. https://doi.org/10.1016/j.ipm.2022.103136.

Zerkal, A. & Holomb, V. (2018). “Marketing communication strategies of the enterprise in the conditions of economy digitalization”. International Scientific Journal Internauka. Series: Economic Sciences. https://doi.org/10.33987/vsed.4(68).2018.159-168.

Zhang, J.; Shabbir, R.; Pitsaphol, C. & Hassan, W. (2014). “Creating brand equity by leveraging value creation and consumer commitment in online brand communities: A conceptual framework”. International Journal of Biometrics. 10: 80. https://doi.org/10.5539/ijbm.v10n1p80.