TABLE 2.

Propositions for research implications.

Propositions	Research question
P1: Valence of customer engagement lies in the cognitive interpretation of signals sent by other customers and service providers on a web store.	What is the role of service providers in generating positive or negative signals?
P2: Valence of customer engagement shifts between positive, negative, and ambivalent based on the symmetric or asymmetric knowledge sharing or service exchange.	How can information be exchanged symmetrically between different customers in a web store? When is a customer in the state of ambivalent engagement? What are the possible outcomes of ambivalent engagement?
P3a: If the signals provided by the actors are positively interpreted, it is expected to generate positive outcomes such as service co-creation. P3b: If the signals provided by the actors is negatively interpreted, it is expected to generate negative outcomes such as service co-destruction.	What are other possible outcomes of customer engagement valence? In which conditions does customer engagement valence lead to service co-creation and service co-destruction?