Facilitating value: How organizations deploy resources in social media-based brand communities

An organization's production of resources is fundamental to value creation and is thus a key managerial decision. However, for organizations that host social media-based brand communities (SMBCs) research does not yet explain how they can deploy resources to facilitate value. To bridge this gap, this study applies service logic and a qualitative method to investigate the value-facilitating resource strategies of two cause organizations that host...