Díaz-Martín Ana M, Schmitz Anne, Yagüe Guillén María Jesús
Departamento de Financiación e Investigación Comercial, Universidad Autónoma de Madrid, Madrid, Spain.
Front Psychol. 2020 Apr 24;11:779. doi: 10.3389/fpsyg.2020.00779. eCollection 2020.
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.
尽管医疗保健行业通常被认为是一个相当传统且发展缓慢的行业，但变革正在发生。数字化正在改变获取医疗建议和治疗的方式，互联网已成为寻求医疗保健信息的关键来源。它使人们能够通过轻松搜索并与其他患者分享信息，在自身健康问题上成为更积极的参与者。尽管研究指出用户生成内容在许多行业中的重要性日益增加及其对信息可信度、信任度、参与度以及最终对客户行为的积极影响（马尔霍斯等人，2016年），但医疗保健领域对这一主题缺乏关注。在本简要综述中，我们通过分析健康电子达人的作用来填补这一空白，健康电子达人是一种特殊类型的有影响力的人，他们兼具专业知识和在线社交影响力。我们最后阐述了他们对受这一现象影响的其他各方可能产生的益处。
