Social Capital and Consumer Value Co-Created Within an Online Health Community
Abstract
Many health providers sponsor online communities that enable health consumers to connect and share experiences. This qualitative study draws upon both social capital and consumer behavior theories to demonstrate that consumers participating in the creation of social capital co-create value for themselves and each other. This netnographic study contributes and operationalizes theoretical frameworks for identifying social capital and consumer value within online communities. Results identify 14 social-capital-building practices and further reveal that these practices represent two distinct themes: practices that create a caring environment and practices that assist others. Findings indicate that members of online health communities gain affective, functional, social, and rational benefits such as empathy, self-esteem, status, connectedness, and efficiency. As a managerial and practical contribution, this study establishes online communities as an important component of patients’ healthcare networks not only for exchanging information and support but also as settings for accessing social capital.
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Productive collaboration with multiple stakeholders improves resources, competencies, and capabilities, which fosters values in the cocreation process.
“In essence, productive collaboration with multiple stakeholders improves the resource, competencies, and capabilities, which fosters values in the cocreation process [85,90].”
From Improving the Theoretical Understanding Toward Patient-Driven Health Care Innovation Through Online Value Cocreation: Systematic Review (2020) · cites this paper as [90]
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- Authors
- Stewart Loane, S., & Webster, C. M.
- Affiliations
- Department of Marketing and Management, Faculty Business and Economics, Macquarie University, North Ryde, Australia
- Macquarie University (AU)
- ORCID
- Webster, Cynthia M.
- Venue
- Journal of Nonprofit & Public Sector Marketing
- Publisher
- Informa UK Limited
- Published
- 2017-07-03
- Volume
- 29
- Issue
- 3
- Pages
- 317-345
- ISSN
- 1049-5142 (ISSN-L)
- 1540-6997
- OpenAlex
- W2739912192
- Cited by
- 22
- References
- 102
- Citations by year
- 2026: 1 · 2025: 2 · 2024: 1 · 2023: 3 · 2022: 3 · 2021: 6 · 2020: 2 · 2019: 3 · 2018: 1
- FWCI
- 2.66
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Nonprofit & Public Sector Marketing (publishedVersion)
- Topics
- Health Sciences › Health Professions › General Health Professions › Health Literacy and Information Accessibility
- Social Sciences › Communication › Knowledge Management and Sharing
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- social capital, online health communities, health care consumers, caring environment, helping behavior, patient support, health care networks, consumer behavior, netnography
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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