Exploring the nexus between social media marketing and patients’ participation in value co-creation: a pathway toward patient well-being

Purpose 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’ electronic word of mouth (E-WOM). Additionally, it aims to understand how patients’ 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’ E-WOM in bridging the relationship between the dimensions of SMMAs and patient PVCC dimensions. Design/methodology/approach 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. Findings Results demonstrate that interactivity and trendiness dimensions of SMMAs positively impact patients’ E-WOM communication. Patients’ 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’ well-being, such as satisfying patients’ overall healthcare needs, ensuring mental peace and physical comfort and guaranteeing quality of life. Additionally, patients’ E-WOM mediates the relationship between SMMAs dimensions, such as interactivity and trendiness, with each dimension of patient PVCC. Originality/value 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.