title: The relevance of netnography to the harness of Romanian health care electronic word-of-mouth.
abstract: Nowadays, consumers use the computer mediated communication to make purchase decisions on a large variety of products and services. Since health care services are archetypal by nature, consumers in this field are one of the most encountered users of electronic word-of-mouth. The objective of this paper is to explain and support the necessity of adopting a different qualitative method when electronic word of mouth is harnessed on health care dedicated forums, that is, netnography.
authors.affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.
authors.forename: R
authors.initials: R
authors.lastname: Bratucu
authors.affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.
authors.forename: I R
authors.initials: IR
authors.lastname: Gheorghe
authors.affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.
authors.forename: A
authors.initials: A
authors.lastname: Radu
authors.affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.
authors.forename: V L
authors.initials: VL
authors.lastname: Purcarea
mesh_terms: D003256:Community Participation / Q000379:methods*; D006801:Humans; D020407:Internet; D008389:Marketing of Health Services / Q000379:methods / Q000639:trends*; D017060:Patient Satisfaction; D010379:Peer Group; D011787:Quality of Health Care; D012383:Romania; D013685:Telecommunications
keywords: electronic word-of-mouth; health care services; netnography; online marketing