VALUE CO-CREATION RESEARCH TRENDS IN THE DIGITAL ERA: A BIBLIOMETRIC REVIEW
TL;DR
The results identify dominant research streams encompassing theoretical foundations grounded in service-dominant logic, customer-centric and behavioral perspectives, and emerging technology-driven themes associated with digital transformation as dominant research streams.
Abstract
The digital era has intensified academic interest in value co-creation as a key mechanism of value creation in interactive and technology-mediated markets. This study aims to systematically examine the development, intellectual structure, and research trends of value co-creation literature through a bibliometric review. Bibliographic data were retrieved from the Scopus database covering the period 2015–2025 and analyzed using bibliometric techniques to assess publication trends, geographical distribution, influential articles, and keyword co-occurrence patterns. The findings reveal a significant growth in value co-creation research, particularly since 2020, reflecting its increasing relevance across multiple disciplines. The results identify dominant research streams encompassing theoretical foundations grounded in service-dominant logic, customer-centric and behavioral perspectives, and emerging technology-driven themes associated with digital transformation. Despite its global diffusion, value co-creation research remains geographically concentrated. This study provides an integrative overview of the evolving value co-creation literature and offers insights for future research directions in the digital era.