Consumer-to-consumer value within social networks

Susan Stewart Loane, Cynthia M. Webster

Research output: Contribution to journalArticlepeer-review


With the growth and ongoing popularity of internet-based social networking, consumers are finding new ways to connect and collaborate. This paper explores the value that consumers experience through social networks in a variety of contexts, both online and offline. Drawing upon two streams of marketing literature, one relating to perceived value as a multi-dimensional construct and the other to co-created value, this paper explores consumer perceived value cocreated within consumer social networks. Prior empirical studies provide evidence that consumers co-creating value within social networks not only experience forms of functional, affective, social and rational value, as identified in the literature, but also experience a form of connectedness and belonging specific to the social networking context. Value experienced by consumers as a consequence of their participation in social networks has previously been overlooked in much of the marketing literature.
Original languageEnglish
Pages (from-to)447-462
Number of pages16
JournalThe Marketing review
Issue number4
Publication statusPublished - 2014


  • co-created value
  • consumer value
  • perceived value
  • social network
  • value typology


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