RT Journal Article
SR Electronic
T1 A Netnographic Exploration
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 181
OP 196
DO 10.2501/S0021849910091348
VO 50
IS 2
A1 Rama K. Jayanti
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/2/181.abstract
AB 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.