Identifying Consumer Value Co-created through Social Support within Online Health Communities

Stewart Loane, Susan; Webster, Cynthia M.; D’Alessandro, Steven

doi:10.1177/0276146714538055

Cited by 91Health Literacy and Information AccessibilityService and Product InnovationDigital Marketing and Social Media

Identifying Consumer Value Co-created through Social Support within Online Health Communities

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Stewart Loane, Susan, Webster, Cynthia M., D’Alessandro, Steven·2015·Journal of Macromarketing

DOI 10.1177/0276146714538055

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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 Russell’s typology of social support and Holbrook’s consumer value typology are applied to posts and threads obtained from two online communities for people with Parkinson’s 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.

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Positive feedback increases patient motivation and signals that the health care organization approves and welcomes patients' activities in the health care domain.
“These types of feedback increase the patient’s motivation and serve as a signal that the health care organization approves and welcomes patients’ activities in the health care domain [88].”
From Improving the Theoretical Understanding Toward Patient-Driven Health Care Innovation Through Online Value Cocreation: Systematic Review (2020) · cites this paper as [88]
Health care organizations can motivate patients in OHC activities by providing positive feedback to patients who use digital health platforms.
“Health care organizations can motivate patients in OHCs’ activities by providing positive feedback to patients who are using digital health platforms.”
From Improving the Theoretical Understanding Toward Patient-Driven Health Care Innovation Through Online Value Cocreation: Systematic Review (2020) · cites this paper as [88]

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Improving the Theoretical Understanding Toward Patient-Driven Health Care Innovation Through Online Value Cocreation: Systematic Review
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Social Capital and Consumer Value Co-Created Within an Online Health Community
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Authors: Stewart Loane, S., Webster, C. M., & D’Alessandro, S.
Affiliations: Macquarie University, Sydney, Australia
Macquarie University (AU)
Charles Sturt University, Bathurst, Australia
Corresponding author: Webster, Cynthia M.
ORCID: Webster, Cynthia M.
Venue: Journal of Macromarketing
Publisher: SAGE Publications
Published: 2014-05-29
Volume: 35
Issue: 3
Pages: 353-367
ISSN: 0276-1467 (ISSN-L)
1552-6534
DOI: 10.1177/0276146714538055
OpenAlex: W2021395388
Cited by: 91
References: 85
Citations by year: 2026: 1 · 2025: 2 · 2024: 6 · 2023: 10 · 2022: 20 · 2021: 9 · 2020: 10 · 2019: 9 · 2018: 10 · 2017: 7 · 2016: 3 · 2015: 2 · 2014: 2
FWCI: 8.46
Type: journal article
Language: en
Open access: green
figshare.com
Licence: cc-by
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Macromarketing (publishedVersion)
Figshare (submittedVersion, cc-by)
Funders: British Psychological Society
Topics: Health Sciences › Health Professions › General Health Professions › Health Literacy and Information Accessibility
Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords: online health communities, social support, Parkinson's disease, amyotrophic lateral sclerosis, chronic disease, health care delivery, health information

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Identifying Consumer Value Co-created through Social Support within Online Health Communities

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