TY - JOUR
T1 - Patients’ experience sharing with online social media communities
T2 - a bottom-of-the-pyramid perspective
AU - Akareem, Husain Salilul
AU - Wiese, Melanie
AU - Hammedi, Wafa
N1 - Publisher Copyright:
© 2021, Emerald Publishing Limited.
PY - 2022/3/28
Y1 - 2022/3/28
N2 - Purpose: Despite having inadequate resources, highly impoverished patients tend to seek and share health information over social media groups to improve each other’s well-being. This study aims to focus on access to health-care information for such patients and aims to provide an understanding of how online health-care communities (OHCs), as transformative service mediators, can be platforms for patients with chronic and nonchronic health conditions to share their experiences in a base-of-the-pyramid (BOP) context. Design/methodology/approach: A large-scale survey among 658 respondents was conducted in a very low-income country. Structural equation modeling was used to test the hypotheses. Findings: A model of patients’ experience sharing (PES), motivations and consequences for health-care services are introduced and tested. The result supports the PES model for patients with chronic health conditions, showing that utilitarian, hedonic and social value dimensions directly influence PES and indirectly influence patients’ continuance intention with OHCs and patient efforts. However, a mediating effect of PES was found only between the value dimensions and patients’ efforts. A negative moderation effect of medical mistrust was found in the relationship between utilitarian value and PES for both chronic and nonchronic patient groups. Originality/value: This study is a pioneering attempt to develop and test a PES model in a BOP market.
AB - Purpose: Despite having inadequate resources, highly impoverished patients tend to seek and share health information over social media groups to improve each other’s well-being. This study aims to focus on access to health-care information for such patients and aims to provide an understanding of how online health-care communities (OHCs), as transformative service mediators, can be platforms for patients with chronic and nonchronic health conditions to share their experiences in a base-of-the-pyramid (BOP) context. Design/methodology/approach: A large-scale survey among 658 respondents was conducted in a very low-income country. Structural equation modeling was used to test the hypotheses. Findings: A model of patients’ experience sharing (PES), motivations and consequences for health-care services are introduced and tested. The result supports the PES model for patients with chronic health conditions, showing that utilitarian, hedonic and social value dimensions directly influence PES and indirectly influence patients’ continuance intention with OHCs and patient efforts. However, a mediating effect of PES was found only between the value dimensions and patients’ efforts. A negative moderation effect of medical mistrust was found in the relationship between utilitarian value and PES for both chronic and nonchronic patient groups. Originality/value: This study is a pioneering attempt to develop and test a PES model in a BOP market.
KW - Base of the pyramid
KW - Base-of-the-pyramid
KW - Health services
KW - Health-care consumers
KW - Health-care services
KW - Online health communities
KW - Patients’ experience sharing
KW - Transformative
UR - http://www.scopus.com/inward/record.url?scp=85121801895&partnerID=8YFLogxK
U2 - 10.1108/JSM-12-2020-0512
DO - 10.1108/JSM-12-2020-0512
M3 - Article
AN - SCOPUS:85121801895
SN - 0887-6045
VL - 36
SP - 168
EP - 184
JO - Journal of Services Marketing
JF - Journal of Services Marketing
IS - 2
ER -