What's the marketing relevance of an online health community?

Online health communities are virtual social networks, usually formed around a specific illness or disability. Many are led by consumers with little or no involvement of healthcare firms, so the relevance of these communities to the marketing discipline is not obvious. With more than 1.3billion users worldwide spending more than 30 hours each month connecting with others via the internet (ComScore, 2012a, 2012b), it is vital that marketers seek to understand this new environment where consumers are as easily influenced by peers as they are by carefully designed marketing messages. Within these homogeneous social networks participants develop trust and goodwill and generate social capital, thus co-creating consumer value with one another. This doctoral study applies Holbrook’s Typology of Consumer Value (Holbrook, 1999)to the study of social capital generated within an online community for sufferers of Crohn’s Disease. Positioned at the intersection of contemporary marketing and sociological research, this study provides new insights and understanding of how value is co-created between consumers within an online social context.8 page(s

Talking about the unmentionable - what's the value in that?

This study explores the role of social capital in the co-creation of value within online health communities.1 page(s

Doctor on the screen - impact of online community participation on the doctor-patient relationship

This study explores the impact of online community participation on the doctor-patient relationship amongst a group of Crohn's Disease patients.1 page(s

The co-creation of consumer value within online health communities

Thesis by publication.Bibliography: pages 329-379.Chapter 1. Introduction to the thesis -- Chapter 2. Paper 1: Consumer to consumer value within social networks -- Chapter 3. Paper 2: Social capital and consumer value created within an online health community -- Chapter 4. Paper 3: Value-in-context : exploring the macro, meso and micro levels within an online health community -- Chapter 5. Paper 4: Connecting with strangers : spiritual value, communitas and quality of life in online health communities -- Chapter 6. Thesis conclusion.The past two decades have seen a rapid increase in consumer-generated content on the internet through social media. Health, traditionally seen as a private matter between doctor and patient, is no exception. Today's health consumers share these private matters with a global network of other health consumers, co-creating a level of health and treatment expertise in the process. Marketing scholarship reveals the utilitarian and social value of consumer-led communities built up around brands, topics of interest and professional practice, but surprisingly little scholarship investigates such communities in a health context. This thesis is a study of the different types of value co-created and experienced by consumers who participate in online health communities, exchanging health information and sharing support with strangers they are never likely to meet.Paper 1 is a review of literature pertaining to consumer value. This paper considers typologies of consumer value and argues that none adequately recognises value consumers perceive from social engagement within collective consumption experiences. The term “network value” is introduced to describe value perceived by consumers specific to consumption experiences embedded within a social context. Paper 2 presents a qualitative study of an online health community, identifying practices employed by participants to create and maintain social capital. This netnographic study includes analysis of posts to an online community for sufferers of Inflammatory Bowel Disease (IBD) as well as online interviews with participants, and reveals types of consumer value experienced through creating social capital. Using social network analysis techniques, Paper 3 explores the structure of consumer value exchange between participants in the IBD community. Value is exchanged between both experienced and newer participants, and a stewardship role is identified both structurally and through participant profiling. Paper 4 draws widely from cross-disciplinary literature to develop and clarify the concepts of spiritual value and communitas. Both concepts are operationalised through a qualitative study of the same IBD community used for Papers 2 and 3. Additionally, a panel study involving participants in a variety of health communities identifies positive relationships between communitas, spiritual value and quality of life. Together these four papers identify online health communities as important spaces for the co-creation of value between health consumers.Mode of access: World wide web1 online resource (vii, 384 pages

Empowered and knowledgeable health consumers : the impact of online support groups on the doctor-patient relationship

Increased longevity means that many people live into their 70s, 80s and beyond, with increasing numbers living with chronic disease. The role of the Internet in the care of chronic disease has been explored within the health literature and, to a lesser extent, within the marketing literature, with recent research suggesting that around 60% of patients source internet-based information about medical conditions and treatment. This mixed-methods study explores the impact of online support groups on the doctor-patient relationship finding that participants in an online support group for inflammatory bowel disease share lay advice, empower each other and act as a credible channel for word-of-mouth referrals. The traditional asymmetric relationship between patient and doctor is challenged by this new form of educated, empowered health consumer who is able to work in partnership with medical service providers in the ongoing management of chronic illness.8 page(s

Co-creating value through social capital in an online health community for Motor Neuron Disease

At first glance online health forums, led by consumers, appear to be of little interest to marketers. Indeed most scholarship addressing these health-related social networks emanates from within the fields of Sociology and Communications, with very little attention from marketing scholars. This study demonstrates that online health forums are highly relevant to the marketing discipline, with consumers co-creating consumer value within a socially embedded consumption experience. With more than 1.3billion users worldwide spending more than 30 hours each month connecting with others via the internet (ComScore, 2012a, 2012b), it is vital that marketers seek to understand this new environment where consumers are as easily influenced by peers as they are by carefully designed marketing messages (Benkler, 2002; Liang & Scammon, 2011; Vogt & Knapman, 2008). It is critical that marketers understand how internet-based social activities impact upon consumers’ attitudes to health and the consumption of health services.8 page(s

Peer-to-peer value through social capital in an online motor neuron disease community

Millions of people affected by disability or chronic disease access social support and information through online health communities. These communities of common interest flourish on the Internet, with participants creating peer-to-peer value through social support and information exchange. This study observes a community of people affected by motor neuron disease creating value for themselves and each other within an online health community. The community is studied through the lens of social capital theory, a construct borrowed from the field of sociology that contributes to our understanding of why people gravitate towards these online communities for support and information. The results contribute increased awareness of how peer-to-peer value is created within online health communities and highlight the need for marketers to understand the implications of such communities on consumer behavior as it relates to health care.22 page(s

Communication that changes lives : social support within an online health community for ALS

Impaired communication due to a disabling illness can lead to reduced participation in community life. Online health communities can provide a substitute community for the purpose of social support and information sharing. This study examines communication between participants in an online community for patients and carers affected by Amyotrophic Lateral Sclerosis, a degenerative neurological disease affecting communication and mobility. The study finds community members engaged in a dynamic interchange of information and social support. The results contribute to understanding of communication and social support needs of people with high levels of disability.16 page(s

Value in an online health community : it’s more than health information

Online health communities are a self-service source of information and social support, yet are rarely studied as a form of consumption. This study surveys members of an online community for sufferers of Crohn’s Disease. Building upon work of sociologists who identify the presence of social capital in online communities, we examine the relationship between social capital and consumer value within the Crohn’s Disease online community. Results indicate that consumers co-create value not only in the form of timely, quality health information that can be used to improve quality of life, but also spiritual value in the form of connectedness and hope. It is important that health professionals and sponsors of online health communities understand participants are seeking more than health information from their online community. Consumers also experience value through a shared experience, co-creating value whilst generating social capital.7 page(s

The Spiritual nature of collective consumption experiences : defining spiritual value

1 page(s