Developing online health communities through digital media

Twenty-first centuryʹs advancement in information technologies and the emergence of online communities have considerably influenced the online communication channels between patients and health service providers. Online health communities are now popular venues for health information sharing, yet little is known about the benefits in developing countries such as Iran. The aim of this case is to investigate on online health communities in Iran and to have a better understanding of consumerʹs behaviour using health services. The case integrates social support theory and social media concepts with traditional consumer behaviour theory, notably satisfaction. Using a content analysis of three online health communities indicates the value of social media in developing service quality in health industry.