{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,2]],"date-time":"2026-06-02T07:56:20Z","timestamp":1780386980003,"version":"3.54.1"},"reference-count":49,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2025,1,6]],"date-time":"2025-01-06T00:00:00Z","timestamp":1736121600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["OIR"],"published-print":{"date-parts":[[2025,5,13]]},"abstract":"<jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n                    <jats:p>Drawing on service-dominant logic and co-creation literature, this study explores how social media marketing activities (SMMAs) in online healthcare communities (OHCs) impact patients\u2019 electronic word of mouth (E-WOM). Additionally, it aims to understand how patients\u2019 E-WOM contributes to participation in value co-creation (PVCC) during the healthcare journey and influences patient well-being. This study also investigates the mediating role of patients\u2019 E-WOM in bridging the relationship between the dimensions of SMMAs and patient PVCC dimensions.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Data were collected from 601 healthcare customers through a structured survey. Hypotheses were tested using partial least structural equation modeling (PLS-SEM) with SmartPLS 4.0.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n                    <jats:p>Results demonstrate that interactivity and trendiness dimensions of SMMAs positively impact patients\u2019 E-WOM communication. Patients\u2019 E-WOM communication enhances their PVCC by influencing information seeking, information sharing, personal interaction and responsible behavior dimensions. Information seeking, personal interaction and responsible behavior in patient-provider interactions during the healthcare journey augment patients\u2019 well-being, such as satisfying patients\u2019 overall healthcare needs, ensuring mental peace and physical comfort and guaranteeing quality of life. Additionally, patients\u2019 E-WOM mediates the relationship between SMMAs dimensions, such as interactivity and trendiness, with each dimension of patient PVCC.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n                    <jats:p>This study extends the service-dominant logic and enriches the literature on healthcare service co-creation. It explores how SMMAs can enhance patient PVCC through E-WOM and improve patient well-being. Additionally, it provides valuable insights for social media marketing managers, healthcare professionals and marketing strategists.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/oir-04-2024-0237","type":"journal-article","created":{"date-parts":[[2025,1,4]],"date-time":"2025-01-04T05:51:18Z","timestamp":1735969878000},"page":"623-642","source":"Crossref","is-referenced-by-count":6,"title":["Exploring the nexus between social media marketing and patients\u2019 participation in value co-creation: a\u00a0pathway toward patient well-being"],"prefix":"10.1108","volume":"49","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-1198-8328","authenticated-orcid":false,"given":"Md 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