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Identifying consumer value co-created through social support within online health communities

Citation

Loane, SS and Webster, CM and D'Alessandro, S, Identifying consumer value co-created through social support within online health communities, Journal of Macromarketing, 35, (3) pp. 353-367. ISSN 0276-1467 (2015) [Refereed Article]

Copyright Statement

Copyright 2014 The Authors

DOI: doi:10.1177/0276146714538055

Abstract

Consumers increasingly turn to online health communities for health information and social support. Yet, the type of value consumers derive from online health communities is not well understood. This study examines social support as the mechanism through which consumers co-create and experience different types of value. Cutrona and Russellís typology of social support and Holbrookís consumer value typology are applied to posts and threads obtained from two online communities for people with Parkinsonís Disease and ALS. Results demonstrate that online health communities give consumers the opportunity to create and experience forms of consumer value that would not otherwise be available in a traditional health delivery system. The results lend support to a re-conceptualisation of medical practice and health delivery for consumers with chronic conditions.

Item Details

Item Type:Refereed Article
Keywords:online community, value co-creation, social support, consumer value, health, macromarketing
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-oriented product or service development
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:138332
Year Published:2015
Web of Science® Times Cited:37
Deposited By:Marketing
Deposited On:2020-04-01
Last Modified:2020-08-11
Downloads:0

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