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Co-creation of brand value in digital marketing communications: A study of virtual communities of luxury fashion brands
Date Issued
2026
Citation
Tong, S. C., & Tsui, T. K. (13 May 2026). Co-creation of brand value in digital marketing communications: A study of virtual communities of luxury fashion brands. The 17th Asian Conference on Arts & Humanities (ACAH 2026), Tokyo, Japan.
Type
Conference Paper
Abstract
For decades in the digital era, the prevalent usage of digital technology has brought significant effects to marketing communications. Specifically, with the growing significance of consumers’ communities in the digital context, consumers are taking an active role in the cocreation of brand value. Discord is one of the widely used virtual communities in which users discuss their meanings associated with brands involving gamification. This study explores how Discord users co-create value with those international luxury brands which offered advergames and in-game advertising. By conducting a content analysis on the Discord posts about three international luxury brands between 2021 and 2023, this paper presents the preliminary results on how brand value is co-created in virtual communities. Based on a synthesis of theories in advertising, marketing, and communication studies, this study provides theoretical and practical implications to researchers and practitioners for rethinking the relationship among co-creation of brand value, branding, and gamification in Web 3.0.
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