TY - JOUR T1 - A Netnographic Exploration JF - Journal of Advertising Research JO - J Advert Res SP - 181 LP - 196 DO - 10.2501/S0021849910091348 VL - 50 IS - 2 AU - Rama K. Jayanti Y1 - 2010/06/01 UR - http://www.journalofadvertisingresearch.com/content/50/2/181.abstract N2 - Consumer conversations on a health-related electronic bulletin board are analyzed to investigate two key processes instrumental to creativity: analogical reasoning and reflective reframing. A netnographic analysis of these two creative strategies revealed two consistent themes of physician partnership and personal outcomes. To study the implications of these two themes for hospital communications, a content analysis of 40 comprehensive cancer-center Web sites was conducted. The results demonstrate a gap: although patients in online conversations emphasize physician partnership and personal outcomes, the majority of hospital communications emphasize reputation, expertise, and compassion. Strategic recommendations grounded in consumer conversations conclude the article. ER -