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Online health communities (OHCs) are attracting more and more healthy consumers, including patients, their families, caregivers and the general public. This paper aims to explore the themes and characteristics of patient-generated content (PGC) in Chinese OHCs.

Baidu Tieba for hypertension was selected as the research site. Online ethnography (netnography) approach was utilized to explore the PGC and health communication in the online hypertension community. The final database included 300 randomly sampled threads and their 3,187 reply posts and was further analyzed from three perspectives: health information needs, attitudes and psychological reactions to hypertension and social support exchange.

The members' health information needs were mainly concentrated on five aspects: causes, symptoms, measuring instrument, tests and diagnosis and treatment. Their attitudes and psychological reactions to hypertension varied with the context, for example, disease stage, health condition. Within the health communication, three types of social support – information support, emotional support and network support – were generated, transmitted and exchanged among members.

OHCs are able to serve as important source of health information and tool for health education. The implications and suggestions for health promotion of individuals, health information services optimization of OHCs and national health strategy plans were also discussed.

This is the first netnography study in information field on Chinese online hypertension community. This study provides a new perspective to explore the needs, attitudes and social support behaviors of Chinese hypertension population and also enables the Chinese experience of using OHCs to reduce health disparities to come to the world.

As more and more people are beginning to take virtual communities (VC) as effective communication channels and the main places to get information and knowledge, understanding the factors that can support or hinder one’s knowledge sharing seems important for the management of VCs. The purpose of this paper is to explore the antecedents that influence people’s knowledge sharing in VCs, and to explore influence mechanism and the boundary condition of how the antecedent affect people’s knowledge sharing in VCs.

The authors conducted empirical research to test our hypotheses. The authors designed a questionnaire based on previous research and collected the questionnaires from seven VCs in China, including two specific topic-based forums in Baidu Tieba which is the largest Chinese online communication platform, three in traditional university bulletin board system (BBS) forums and another two based on instant messaging service. The final sample the authors got included 96 individuals. Then the authors used the hierarchical linear modeling (HLM) technique to analysis the data.

The results suggest that community member’s attachment can be a strong indicator of his/her knowledge-sharing intention which will possibly lead to knowledge-sharing behavior. However, this effect can be contingent on individual centrality and community member fluctuations. In a stable community, those who are in the peripheral position are more likely to transfer their attachment into knowledge sharing because they have the intention to move into central positions and knowledge sharing can help them gain status. While in an unstable environment, it does not make any difference between people in different position in the social network.

First, this paper reveals member’s attachment as the antecedent of people’s knowledge sharing in VCs. Second, this paper adopts a network perspective to construct the research model. And the basic point made is that knowledge sharing can be seen as a channel to attain status and centrality in a community. Thus, people who are in periphery positions are more likely to transfer their community attachment into knowledge-sharing intention. Third, this paper emphasizes the dynamic characteristic of members in VCs and proves the moderation effect of community member fluctuations.

This paper aims to investigate user health information seeking and sharing patterns and content in an online diabetes community and explore the similarities and differences in the ways and themes they expressed.

Multiple methods are applied to analyze the expressions and themes that users seek and share based on large-scale text data in an online diabetes community. First, a text classifier using deep learning method is performed based on the expression category this study developed. Second, statistical and social network analyses are used to measure the popularity and compare differences between expressions. Third, topic modeling, manual coding and similarity analysis are used to mining topics and thematic similarity between seeking and sharing threads.

There are four different ways users seek and share in online health communities (OHCs) including informational seeking, situational seeking, objective information sharing and experiential information sharing. The results indicate that threads with self-disclosure could receive more replies and attract more users to contribute. This study also examines the 10 topics that were discussed for information seeking and 14 topics for information sharing. They shared three discussion themes: self-management, medication and symptoms. Information about symptoms can be largely matched between seeking and sharing threads while there is less overlap in self-management and medication categories.

Being different from previous studies that mainly describe one type of health information behavior, this paper analyzes user health information seeking and sharing behaviors in OHCs and investigates whether there is a correspondence or discrepancy between expressions and information users spontaneously seek and share in OHCs.

Despite the increasingly common view that online brand community (OBC) members are heterogeneous, knowledge concerning the impact of group heterogeneity on community and brand level outcomes is lacking. In response and drawing from organization research, this paper aims to study the consequences of two types of group heterogeneity (i.e. visible heterogeneity and value heterogeneity) on brand community commitment and brand commitment. The moderating role of tenure in a community is also examined.

A survey of 467 members of OBCs was conducted, and structural equation modeling was used to test hypotheses.

The results show that perceived visible heterogeneity positively affects brand community commitment, whereas perceived value heterogeneity has a negative effect on it. Brand community commitment positively relates to brand commitment; it also mediates the effect of perceived visible heterogeneity and perceived value heterogeneity on brand commitment. Further, the positive effect of visible heterogeneity on brand community commitment is stronger for short-tenure members, but the negative effect of value heterogeneity is stronger for long-tenure members.

The findings suggest that managers should make efforts to foster visible heterogeneity and reduce value heterogeneity. In addition, managers are advised to emphasize the characteristics that carry different appeal for members of different tenure.

This research is one of the first few quantitative studies to examine the influence of brand community heterogeneity on community, and especially brand level outcomes. It extends the literature on the effect of brand community on brands and adds to the emerging heterogeneity view of OBCs.

Although online brand communities (OBCs) are extensively demonstrated to be an important social media tool in building brand equity, they may have backfire effects under certain conditions. Drawing from the self–brand connection theory, the purpose of this study is to investigate the effect of group heterogeneity on brand commitment. The mediation effect of self–brand connection and moderation effect of brand symbolism has also been examined.

Data were collected using a survey of 498 users from a range of OBCs. Hierarchical regression and bootstrapping method were used to test the research model.

The findings indicate that group heterogeneity negatively affects brand commitment in which self–brand connection plays a role of mediation. Further, the negative effect is more pronounced for high-symbolic brands than low-symbolic ones.

Brand managers are advised to note the dark side of OBCs in general and alleviate the adverse effects of group heterogeneity in particular, especially for high-symbolic brands.

Previous research pays little attention to the adverse effect of OBCs. This study enriches the literature by revealing that the backfire effect of OBCs arises when users become heterogeneous and uncovering in what situations the negative effect is stronger.

Online knowledge communities make great contributions to global knowledge sharing and innovation. Resource tagging approaches have been widely adopted in such communities to describe, annotate and organize knowledge resources mainly through users’ participation. However, it is unclear what causes the adoption of a particular resource tagging approach. The purpose of this paper is to identify factors that drive users to use a hybrid social tagging approach.

Technology acceptance model and social cognitive theory are adopted to support an integrated model proposed in this paper. Zhihu, one of the most popular online knowledge communities in China, is taken as the survey context. A survey was conducted with a questionnaire and collected data were analyzed through structural equation model.

A new hybrid social resource tagging approach was refined and described. The empirical results revealed that self-efficacy, perceived usefulness (PU) and perceived ease of use exert positive effect on users’ attitude. Moreover, social influence, PU and attitude impact significantly on users’ intention to use a hybrid social resource tagging approach.

Theoretically, this study enriches the type of resource tagging approaches and recognizes factors influencing user adoption to use it. Regarding the practical parts, the results provide online information system providers and designers with referential strategies to improve the performance of the current tagging approaches and promote them.

Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty.

Structural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement.

The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty.

Identity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity.

This investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.

The purpose of this paper is twofold: first, to explore how China uses a social credit system as part of its “data-driven authoritarianism” policy; and second, to investigate how datafication, which is a method to legitimize data collection, and dataveillance, which is continuous surveillance through the use of data, offer the Chinese state a legitimate method of monitoring, surveilling and controlling citizens, businesses and society. Taken together, China’s social credit system is analyzed as an integrated tool for datafication, dataveillance and data-driven authoritarianism.

This study combines the personal narratives of 22 Chinese citizens with policy analyses, online discussions and media reports. The stories were collected using a scenario-based story completion method to understand the participants’ perceptions of the recently introduced social credit system in China.

China’s new social credit system, which turns both online and offline behaviors into a credit score through smartphone apps, creates a “new normal” way of life for Chinese citizens. This data-driven authoritarianism uses data and technology to enhance citizen surveillance. Interactions between individuals, technologies and information emerge from understanding the system as one that provides social goods, using technologies, and raising concerns of privacy, security and collectivity. An integrated critical perspective that incorporates the concepts of datafication and dataveillance enhances a general understanding of how data-driven authoritarianism develops through the social credit system.

This study builds upon an ongoing debate and an emerging body of literature on datafication, dataveillance and digital sociology while filling empirical gaps in the study of the global South. The Chinese social credit system has growing recognition and importance as both a governing tool and a part of everyday datafication and dataveillance processes. Thus, these phenomena necessitate discussion of its consequences for, and applications by, the Chinese state and businesses, as well as affected individuals’ efforts to adapt to the system.

Exploring the antecedents of members community participation is extremely important for virtual communities (VCs) research and practice. As an important social characteristic of individuals, social embeddedness has been proved as an important antecedent of many individual behaviors; however, few research has investigated the influence of virtual community members social embeddedness on virtual community members’ participation. To fill this gap, the purpose of this paper is to explore the relationship between social embeddedness and community participation in VCs.

This paper conducted empirical study to test the hypotheses. Based on existing scales, this research designed the questionnaire and used a web-based survey to collect the data from VCs in China. To avoid the common method bias, this study collected data at two different times. The final sample included 96 virtual community members from seven communities (community size ranging from 10 to 25) of Baidu Tieba, which is the largest Chinese online communication platform. And this paper used regression models to analysis the data.

Based on social network theory, this paper found that virtual community members’ social embeddedness in their virtual community has a curvilinear (i.e. inverted U-shaped) effect on their community participation behaviors. And members’ perceived autonomy mediates the curvilinear (i.e. reversed U-shaped) relationship between social network embeddedness and community participation. Furthermore, member instability moderates the curvilinear (i.e. inverted U-shaped) main effect, such that the curvilinear relationship is weakened when member instability is high.

Departing from previous virtual community studies that examine antecedences of participation in linear logic, this study applied social network theory to create a complex, curvilinear, moderated mediation model. The result reveals a curvilinear (i.e. inverted U-shaped) relationship between virtual community members’ social embeddedness in the virtual community and their community participation. And this study also introduce autonomy as mediator and member instability as moderator. By testing the whole model between community members’ social embeddedness and community participation, this study contributes to deepen the understanding of social embeddedness and virtual community participation.