Value in an online health community: It's more than health information

Susan Stewart-Loane, Steven D'Alessandro

Research output: Book chapter/Published conference paperConference paper

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Abstract

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.
Original languageEnglish
Title of host publicationANZMAC 2013
Subtitle of host publicationEngaging with our future
EditorsRod Brodie
Place of PublicationAustralia
PublisherANZMAC
Pages1-7
Number of pages7
ISBN (Electronic)9780646563305
Publication statusPublished - 2013
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2013 - Adelaide Hilton, Adelaide, Australia
Duration: 01 Dec 201304 Dec 2013

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
CountryAustralia
CityAdelaide
Period01/12/1304/12/13

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  • Cite this

    Stewart-Loane, S., & D'Alessandro, S. (2013). Value in an online health community: It's more than health information. In R. Brodie (Ed.), ANZMAC 2013: Engaging with our future (pp. 1-7). ANZMAC.