Patients’ experience sharing with online social media communities: a bottom-of-the-pyramid perspective

Abstract

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.

Citation

Akareem, H.S., Wiese, M. and Hammedi, W. (2022), "Patients’ experience sharing with online social media communities: a bottom-of-the-pyramid perspective", Journal of Services Marketing, Vol. 36 No. 2, pp. 168-184. https://doi.org/10.1108/JSM-12-2020-0512