Implicit co-creation: how inactive members shape brand equity via observational learning, value internalization and trust-perception dynamic

Purpose While research on online brand communities has predominantly focused on active contributors, a large proportion of members remain inactive yet continuously observe community content. This study investigates how inactive members engage in implicit co-creation through observational learning and shared value internalization, and how such low-interaction engagement contributes to brand equity formation. Design/methodology/approach Drawing on observational learning theory and value co-creation theory, we develop a process model that explains how perceived community value is internalized by inactive members through two complementary pathways: affective anchoring (sense of community belonging) and experiential accumulation (community content experience). Survey data were collected from 348 inactive members of an online brand community and analyzed using structural equation modeling. Findings The results reveal a value-driven, low-interaction pathway of brand equity formation. Specifically, perceived community value initiates both affective and experiential mechanisms, which jointly influence brand image and trust perceptions and foster long-term commitment. Rather than being passive bystanders, inactive members contribute to brand equity through sustained observation, cognitive alignment, and indirect experiential engagement. Practical implications Community managers should shift from forcing interactions to designing meaningful observation activities. This involves high-utility content, community care and brand value. Originality/value This study advances value co-creation theory by conceptualizing implicit co-creation as a distinct mechanism through which inactive members generate brand value without direct interaction. It further refines the trust–commitment paradigm by demonstrating how trust and commitment can emerge in observational, low-interaction community contexts. By shifting attention from visible participation to cognitive and experiential processes, this research offers a more inclusive understanding of value creation in online brand communities.