Deployed within online group chats, marketing chatbots significantly outperform their service counterparts on shopping platforms in terms of interactivity, thereby bolstering the sustainability of virtual community marketing campaigns through effective facilitation of value co-creation between Individuals and online groups. This study introduces a novel theoretical framework merging social exchange theory with service-dominant logic theory to enhance understanding of interactions. This study analyzed 594 users from the Little Red Book community, employing partial least squares structural equation modeling to effectively predict and interpret the established research framework. The results show: (1) The user's sense of virtual community is closely related to both responsiveness and emotional expression of the chatbot, with responsiveness having a more significant effect. (2) Unlike previous studies, both virtual community service quality and user's digital efficacy affect virtual community sense. (3) The sense of belonging to a virtual community significantly enhances users' engagement in value co-creation. This positive effect fosters collaborative behaviors, leading to innovative co-creation processes that benefit both users and the community as a whole. This study explores how marketing chatbots influence user value co-creation in virtual communities. Enhancing the service-dominant logic framework highlights the importance of user-community interactions in fostering value. The findings contribute to sustainable marketing management, offering insights for enterprises that leverage technology for improved user engagement and collaboration.