Converting readers to patients? From free to paid knowledge-sharing in online health communities

Meng, Fanbo; Zhang, Xiaofei; Liu, Libo; Ren, Changchang

doi:10.1016/j.ipm.2021.102490

Cited by 70 publications

(102 citation statements)

References 56 publications

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“… Zhang et al (2017b) explored online knowledge sharing from the perspective of motivation theory and found that reputation, reciprocity, knowledge self-efficacy, and altruism were positively related to physicians’ online knowledge sharing intention. Meng et al (2021) found that both online reputation and general knowledge sharing were positively related to specific knowledge sharing, and these relationships were moderated by patient involvement. However, few studies have explored physicians’ online knowledge sharing from the perspective of patients.…”

Section: Introductionmentioning

confidence: 92%

“…During the COVID-19 pandemic, online health platforms played an important role in public health crisis management and pandemic prediction ( Zhao et al, 2020 ; Zhang et al, 2021 ). As a result of the rapid development of information technology (IT) and the huge demand for medical services, the delivery of health services on the internet has become increasingly popular ( Hardey, 2001 ; Kvedar et al, 2014 ; Meng et al, 2021 ). Online healthcare can overcome geographic constraints and provide physicians with convenient access to information recipients (patients and their relatives); thus, an increasing number of physicians have been using online platforms to share their professional knowledge ( Wu and Po, 2016 ; Zhang et al, 2019b ).…”

Section: Introductionmentioning

confidence: 99%

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What Influences Physicians’ Online Knowledge Sharing? A Stimulus–Response Perspective

Zhang

Dong

et al. 2022

Front. Psychol.

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During the COVID-19 pandemic, online health platforms and physicians’ online knowledge sharing played an important role in public health crisis management and disease prevention. What influences physicians’ online knowledge sharing? From the psychological perspective of stimulus–response, this study aims to explore how patients’ visit and patients’ consultation influence physicians’ online knowledge sharing considering the contingent roles of physicians’ online expertise and online knowledge sharing experience. Based on 6-month panel data of 45,449 physician–month observations from an online health platform in China, the results indicate that both patients’ visit and patients’ consultation are positive related to physicians’ online knowledge sharing. Online expertise weakens the positive effect of patients’ consultation on physicians’ online knowledge sharing. Online knowledge sharing experience weakens the positive relationship between visit of patient and physicians’ online knowledge sharing, and enhances the positive relationship between patients’ consultation and physicians’ online knowledge sharing. This study contributes to the literatures about stimulus–response in psychology and knowledge sharing, and provides implications for practice.

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Section: Introductionmentioning

confidence: 92%

Section: Introductionmentioning

confidence: 99%

What Influences Physicians’ Online Knowledge Sharing? A Stimulus–Response Perspective

Zhang

Dong

et al. 2022

Front. Psychol.

View full text Add to dashboard Cite

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“…to use social networks have been reported in the literature. These include the opportunity to exploit these platforms for professional development, i.e., exchange of information and experiences among colleagues within community of practices [ 30 , 32 , 53 , 54 ]; for improving therapies by combining physical and online sessions [ 55 ] and for self-promoting interests to increase his/her own professional reputation and attract new patients [ 51 , 56 , 57 ].…”

Section: A Multi-level Analysis Of Studies Dealing With Social Network Use In Healthcarementioning

confidence: 99%

“…Finally, Social networks, such as Facebook, Twitter, Instagram and Youtube have been also started to be used by professional for marketing activities [ 39 ]. Meng et al (2021) have shown that physicians devote voluntary time to share online general and specific health knowledge (e.g., free health articles) to increase their online reputations and attract more patients for paid health services, thus gaining economic returns [ 57 ]. In this process, patient involvement is important to physicians, because high involved patients are willing to read, e.g., free articles, evaluate his/her expertise and competences, which influence their willingness to engage with the physician (e.g., paying for health consultations) and recommend to other users, family and friends.…”

Section: A Multi-level Analysis Of Studies Dealing With Social Network Use In Healthcarementioning

confidence: 99%

Exploring the Social Networks’ Use in the Health-Care Industry: A Multi-Level Analysis

Pianese

Belfiore

2021

IJERPH

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The application of social networks in the health domain has become increasingly prevalent. They are web-based technologies which bring together a group of people and health-care providers having in common health-related interests, who share text, image, video and audio contents and interact with each other. This explains the increasing amount of attention paid to this topic by researchers who have investigated a variety of issues dealing with the specific applications in the health-care industry. The aim of this study is to systematize this fragmented body of literature, and provide a comprehensive and multi-level overview of the studies that has been carried out to date on social network uses in healthcare, taking into account the great level of diversity that characterizes this industry. To this end, we conduct a scoping review enabling to identify the major research streams, whose aggregate knowledge are discussed according to three levels of analysis that reflect the viewpoints of the major actors using social networks for health-care purposes, i.e., governments, health-care providers (including health-care organizations and professionals) and social networks’ users (including ill patients and general public). We conclude by proposing directions for future research.

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“…The challenging necessity of delivering a good experience and building trust and long-term relationships [39][40][41] represents "'the most important way to attract and convert new patients into lifelong ones" who will choose to remain faithful to a clinic [42]. Otherwise, converting them from users is almost impossible, generating negative growth for professionals and a low-quality offer for patients [35,43].…”

Section: Introductionmentioning

confidence: 99%

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

Nichifor

Lixăndroiu

Chițu

et al. 2021

JTAER

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In the era of digitally dominated competition, where the effectiveness of Facebook ads prompts the social media marketing strategy, new opportunities arise for most industries. In this context, this study aims to discover and summarize the key optimisations regarding the creative ad components needed to run highly personalized ads based on a user profile. The participants were Facebook users between the ages of 18 and 65+ who were interested in dental services. Qualitative methods were adopted in order to discover suitable options for professionals to grow their business. In the first stage, the A/B split test using the Facebook Ads manager labelled the most effective creative component. In the second stage, an eye-tracking experiment generated 30 heatmaps that showed the differences between the segments. The results show solutions for attracting users by increasing the level of personalization of the ads. They are more beneficial for social media campaigns aimed at brand awareness targeting women and showing them a happy human face. When the target audience is men, technical details are preferred in order for the ad to become more attractive for them. This study enriches the literature and empowers professionals to deploy social media marketing growth strategies to attract users and make them convert to their full potential.

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Converting readers to patients? From free to paid knowledge-sharing in online health communities

Cited by 70 publications

References 56 publications

What Influences Physicians’ Online Knowledge Sharing? A Stimulus–Response Perspective

What Influences Physicians’ Online Knowledge Sharing? A Stimulus–Response Perspective

Exploring the Social Networks’ Use in the Health-Care Industry: A Multi-Level Analysis

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

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