Purpose This paper aims to examine the service experience in an online support community of consumers to understand the nature of social support and how it is experienced and enacted by vulnerable consumers. Design/methodology/approach A netnographic study was conducted to examine vulnerable...

Purpose Online offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The purpose of this paper is to develop a comprehensive framework to capture the complexity of the co-creation of...