Knowledge in online community is increasingly become a significant phenomenon in marketing and the dynamic of social capital offers the opportunity to create new knowledge. How firms manage the knowledge creation and sharing in online forums’ and blogs’ social capital further explores in present study. Case studies construct from three multinational firms was used to validate the conceptual framework and nine propositions for research. The results of this study indicate that creation and sharing of knowledge exist within online forums and blogs with social capital as the facilitator, and both online forums and blogs have different flow of information and knowledge. Specifically, online forum is a medium where information and some extent of explicit knowledge meet and blog, on the other hand, is a medium in which both explicit and tacit knowledge meets.

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