VALUE CO-CREATION RESEARCH TRENDS IN THE DIGITAL ERA: A BIBLIOMETRIC REVIEW

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.