Value creative and destructive practice

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Focusing on the online brand community My Starbucks Idea (MSI), this research delves into value co-creation and co-destruction through social practices. Employing a qualitative, netnographic approach, it outlines the study's stages, from planning to ethical considerations. The findings reveal three key elements of practice: stalking, gossip, and exhibitionism, emphasizing the dual nature of interactive value formation, where positive and negative aspects coexist. The study contributes to understanding consumer behavior in digital communities.