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Are Health e-Mavens the New Patient Influencers?

Authors
  • Díaz-Martín, Ana M.
  • Schmitz, Anne
  • Yagüe Guillén, María Jesús
Type
Published Article
Journal
Frontiers in Psychology
Publisher
Frontiers Media SA
Publication Date
Apr 24, 2020
Volume
11
Identifiers
DOI: 10.3389/fpsyg.2020.00779
PMID: 32390921
PMCID: PMC7193896
Source
PubMed Central
Keywords
License
Unknown

Abstract

Even though the healthcare industry is usually considered a rather traditional and slowly evolving sector, change is happening. Digitalization is transforming the way of obtaining medical advice and treatment and the Internet has become a key source for the seeking of healthcare information. It has allowed people to turn into more active collaborators in matters of their own health by enabling them to easily search and share information with other patients. Although research points out the growing importance of user-generated content in many sectors and its positive impact on information credibility, trust, engagement, and, ultimately, customer behavior ( Malthouse et al., 2016 ), there is a lack of attention to this topic in healthcare. In this brief review, we address this gap by analyzing the role of health e-mavens, which are a particular type of influencers that possesses both expertise and online social influence. We lastly illustrate possible benefits of their impact on other to the different parties involved and affected by this phenomenon.

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