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 language | English |
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| Title of host publication | Proceedings of the Australia New Zealand Marketing Academy Conference 2013 |
| Editors | Rod Brodie |
| Place of Publication | Auckland, New Zealand |
| Publisher | The University of Auckland Business School, University of Auckland |
| Pages | 1-7 |
| Number of pages | 7 |
| ISBN (Print) | 9780646563305 |
| Publication status | Published - 2013 |
| Event | Australian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand Duration: 1 Dec 2013 → 4 Dec 2013 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2013) |
|---|---|
| City | Auckland, New Zealand |
| Period | 1/12/13 → 4/12/13 |
Keywords
- online communities
- co-created value
- consumer value
- social capital