Paradoxes of Social Support in Virtual Support Communities: A Mixed-Method Inquiry of the Social Dynamics in Health and Wellness Facebook Groups – MSI

Working Paper

Paradoxes of Social Support in Virtual Support Communities: A Mixed-Method Inquiry of the Social Dynamics in Health and Wellness Facebook Groups

Ana Babic Rosario

University of Denver

Cristel Russell

Pepperdine University

Doreen Shanahan

Pepperdine University

Nov 5, 2021

Uses a multi-method approach to understand how positive and negative social dynamics shape outcomes in virtual support communities.

Topics

Consumer Behavior & Insights Marketing Capabilities Social Media & Social Influencers

research recap

Can Online Social Pressure be Good for You?

Virtual support communities (VSCs) can provide informational and emotional support that helps members achieve goals such as health and wellness. Unfortunately, the social dynamics in such communities can have both negative and positive consequences. Community managers need to understand how to control these dynamics and how they affect consumer engagement in VSCs.

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