When cocreation turns into codestruction

Abstract New creative paradigms are emerging where digital consumer communities become endeavours for the cocreation of value. This paper contributes to consumer innovation studies and the marketing literature by revealing that while competition in early-stage communities generates collaborative behaviours (i.e. cocreation process), beyond a certain threshold it enacts discontent (i.e. codestruction process). The empirical context concerns the complementary game modifications (“mods”) for video game engine platforms. The research adopts a multi-method methodological approach. A quantitative study shows that an expansion of online consumer innovation communities initially motivates consumer towards cocreation but the competitive pressure exerted by the raising number and quality of already existing mods limits the innovation process. A qualitative netnographic study unveils that the motives for the decline of consumers content generation lies in the perception of misbehaviours within the community in terms of lack of support, content appropriation, planned obsolescence, stealing, fierce competition, toxic behaviours, addiction to modding and exploitation.