Digital Marketing: Peer Support via the Internet: What Kind of Online Support is Sought by Individuals with Chronic Medical Conditions?

Abstract

People with chronic illnesses are likely to show a higher involvement in decision making about their treatment options than people with acute illnesses. Of particular interest to many people with chronic illnesses is the internet as a medium where they can gather, share and exchange information and support each other. Little is known about the kind of information shared and topics discussed online. Using the example of people living with HIV/Aids, this paper examines the kind of information shared and discusses the relevance of understanding the online information exchange for the medical community.