Related Experiment Video
Updated: May 6, 2026
08:53
Integrating Computerized Linguistic and Social Network Analyses to Capture Addiction Recovery Capital in an Online Community
Published on: May 31, 2019
5.8K
Customer-to-customer value co-creation and value co-destruction practices in social media health communities
Sumit Saxena1, Xia Zhu2, Sonia Kataria3
1School of Management, Mahindra University, Hyderabad, India.
Health Marketing Quarterly
|May 5, 2026
Summary
This study examines how patients co-create and co-destroy value in online health communities. It reveals nine practices influencing well-being and highlights the need for safe digital health environments.
Area of Science:
- Health Marketing
- Social Media Studies
- Online Communities
Background:
- Customer-to-customer (C2C) interactions are crucial in social media health communities.
- Understanding how individuals integrate resources for well-being in these platforms is essential.
Purpose of the Study:
- To explore C2C co-creation and co-destruction practices in social media health communities.
- To analyze diabetes-related customer interactions on Facebook and YouTube.
- To identify how peer-to-peer interactions generate value and risk in digital health environments.
Main Methods:
- Netnography approach was employed.
- Analysis of 536 textual posts and nested comments (28,965 words).
Main Results:
- Identified three dimensions of C2C practices.
- Revealed nine distinct co-creative and co-destructive practices in online health communities.
- Demonstrated how peer interactions simultaneously create value and risk.
Conclusions:
- Findings offer implications for healthcare providers, social media moderators, and policymakers.
- Emphasizes empowering patients while mitigating risks in social media health spaces.
- Contributes to health marketing theory on digital health environments.
More Related Videos
Related Concept Videos
01:30Social Foundations of Self IV: Self in Digital Communication
303
Since the early 2000s, computer-mediated communication (CMC) has grown rapidly, playing a crucial role in self-development. A key distinction between CMC and real-life interactions is the lack of a physically present partner. This absence makes non-verbal cues such as facial expressions, body language, and paralinguistic signals unavailable in CMC platforms like email, instant messaging, or social media. The lack of these cues can create ambiguity and complicate how feedback is interpreted.The...
303
02:06Social Exchange Theory
26.4K
We have discussed why we form relationships, what attracts us to others, and different types of love. But what determines whether we are satisfied with and stay in a relationship? One theory that provides an explanation is social exchange theory. According to social exchange theory, we act as naïve economists in keeping a tally of the ratio of costs and benefits of forming and maintaining a relationship with others (Rusbult & Van Lange, 2003).
26.4K
01:26Social Exchange Theory
915
As formulated by John Thibaut and Harold Kelley, Social Exchange Theory explains human relationships as economic-like exchanges that maximize rewards and minimize costs. This theory suggests that individuals engage in relationships to gain benefits and reduce burdens, similar to economic transactions. It has been widely applied to various types of relationships, including romantic, professional, and social interactions.Rewards and Costs in RelationshipsRelationship rewards include emotional...
915
01:30Health Information Technology and Healthcare Information System
1.7K
Health Information Technology (HIT)
Health Information Technology, commonly called HIT, integrates advanced information systems and technology in healthcare settings. Its primary functions include:
Health Information Technology, commonly called HIT, integrates advanced information systems and technology in healthcare settings. Its primary functions include:
1.7K
01:21Health Literacy
4.7K
Health literacy is an individual's or a community's capacity to comprehend, receive, read, and use relevant healthcare information and services. The World Health Organization (WHO, 2018) defines health literacy as the cognitive and social skills that determine the ability of individuals to gain access to, understand, and use information in ways that promote and maintain good health. As a result, the WHO helps individuals manage long-term health concerns, participate in preventative...
4.7K
01:18Models of Health Promotion and Illness Prevention II
2.1K
The person's health status fluctuates continually, varying from being in good health to becoming ill and returning to being healthy. To understand the concept of illness prevention, there are two models. First, the health-illness continuum model is a graphic representation of an individual's wellness. It states that a person is considered healthy in the absence of physical disease and the presence of good emotional health.
The agent-host-environment model states that disease results...
The agent-host-environment model states that disease results...
2.1K