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Since the start of the COVID-19 pandemic, one dark social-media phenomenon in particular has experienced a significant rise: consumer-to-consumer (C2C) conflicts, i.e. consumers who verbally attack each other in response to COVID-19 service failures. The aim of this paper is to uncover the sources of such conflicts and to gain an insight into the corresponding conflict moderation strategies that international brands adopt.

The methodology consists of non-participatory netnographic observations of 13 national, international, and global online brand communities (OBCs) on Facebook. The authors use purposeful sampling to collect relevant data on conflict sources and brand moderation strategies during COVID-19 service failures and a hybrid approach to thematic analysis to derive distinct themes from these data.

The paper identifies five C2C conflict sources: brand attack, brand dissatisfaction, brand skepticism, brand contention and brand defense; these are then classified as having either an individualistic (self-oriented) or collectivistic (other-oriented) orientation. The authors also uncover several moderation strategies: non-engaging, automated, bolstering, asserting (direct, indirect) and informing (factual, empathetic, apologetic), which are broadly categorized into two levels based on their passive vs active approach and authoritative vs cooperative orientation. The paper further highlights that brands adapt their moderation strategies to specific sources of C2C conflicts, thereby producing a range of OBC outcomes.

The study's empirically informed framework comprising sources of undesirable conflicts and brand moderation strategies offers a practical tool that can aid marketing managers in nurturing civil C2C engagement and interactive behaviors in their OBCs. By adopting our framework, brand and marketing practitioners can tailor their communication strategies toward different sources of C2C conflict and minimize their adverse consequences, thus, fostering an overall constructive OBC engagement.

The authors offer a novel framework to international marketing research, consisting of C2C conflict sources and corresponding moderation strategies that take place in response to service failures during the COVID-19 pandemic. These insights, in turn, inform international marketers about new ways of transforming the dark side of OBCs into a source of competitive advantage based on real-world brand practice.

The purpose of this study is to investigate the status of perceived need, seeking behavior and utilization of health services in the elderly population of Sanandaj (west of Iran).

This is a cross-sectional study conducted on 800 elderly people in Sanandaj. Subjects were selected using multistage sampling and data were collected using self-report questionnaires. A multivariate logistic model with odds ratios (ORs) was used to determine the relationship of independent variables with seeking perceived need. Also, the concentration index was used to measure the inequality in using health services.

The perceived need for outpatient (during the last 30 days) and inpatient health-care services (during the past 12 months) was 69.7% and 29.7%, respectively. Among them, the unmet need for outpatient and inpatient health-care services was 46.6% and 17%, respectively. Having health insurance (adjusted OR 12.08; 95% confidence interval [CI] 1.04–140.11), middle economic status (adjusted OR 5.18; 95% CI 1.30–20.51) and being in an age group of 65–70 years (adjusted OR 7.60; CI 1.42–40.61) increased the chance of seeking inpatient care. Also, being in an age group of 60–65 years (adjusted OR 0.41; 95% CI 0.18–0.95) reduced the chance of seeking outpatient care. There was also a pro-rich inequality in using outpatient health services.

The elderly population suffers from unmet health-care needs, especially in outpatient services. The most important reason for not seeking outpatient and inpatient services was financial barriers and self-medication, respectively. So, designing targeted policies and interventions to address barriers in the conversion of need to demand in the elderly population is essential.