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| Author: | Jayanti, R.K. |
| Title: | A netnographic exploration |
| Journal: | Journal of Advertising Research
2010 : JUN, VOL. 50:2, p. 181-196 |
| Index terms: | consumer behaviour creativity hospitals communication Internet |
| Freeterms: | electronic bulletin boards WWW |
| Language: | eng |
| Abstract: | Herein, consumer conversations on a health-related electronic bulletin board are analyzed to examine two key processes instrumental to creativity: analogical reasoning and reflective reframing. Based on a netnographic analysis, there are uncovered two consistent themes of physician partnership and personal outcomes. Based on a content analysis of 40 comprehensive cancer-center Web sites, a gap is found: despite patients in online conversations emphasizing physician partnership and personal outcomes, the majority of hospital communications emphasize reputation, expertise, and compassion. |
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