01528nas a2200217   4500008003900000022001400039245011400053210006900167260004200236300001000278490000600288520084700294653001601141653002101157653001801178653001701196653002201213100001901235700002001254856003601274       2012                          d  a1927-032100aCollective Value Creation and Empowerment in an Online Brand Community: A Netnographic Study on LEGO Builders0 aCollective Value Creation and Empowerment in an Online Brand Com  aOttawabTalent First Networkc06/2012  a12-170 v23 aOnline communities are becoming “places” of belonging, information, and emotional support that people cannot do without. These social groups have a real existence for their participants, and thus have consequential effects on many aspects of behaviour. This article examines collective value creation and empowerment in an online brand community. It presents the main features of an online brand community, the process of value co-creation, and motivators for participating in online brand communities. These key factors jointly characterize collective value creation and empowerment. This netnographic study focuses on an online brand community called BrickBuilders, which is a meeting place for LEGO builders in Finland. BrickBuilders’ members feel a sense of belonging, they share similar motivations, and they create value together.10anetnography10aonline community10aservice brand10asocial media10avalue co-creation1 aKurikko, Hanna1 aTuominen, Pekka  uhttp://timreview.ca/article/563