From search to support: the role of UGC in stigmatized consumers’ mental health treatment journeys

Purpose This study aims to investigate the mental health treatment journeys of stigmatized consumers using user-generated content (UGC) while also examining the role of UGC in the journey. Design/methodology/approach This study offers valuable insights from 68 distinct, stigmatized consumers through a qualitative content analysis of 73 YouTube product review videos related to ten antidepressants. Data is coded, combining inductive coding with theory to provide a nuanced interpretation. Applying the Common-Sense Model of Self-Regulation to traditional consumer journey concepts, the analysis of UGC is structured by a unique mental health treatment journey. Findings The findings show that consumers use UGC to destigmatize their mental health treatment by engaging in dynamic reflection throughout their journey, rather than following traditional feedback models. Unlike typical consumption patterns, where search is limited to the initial stage, these consumers search at every journey phase while sharing insights that offer valuable support to others which, sometimes they report, is reciprocated by viewers. Research limitations/implications Theoretically, this study introduces an innovative framework blending psychological and marketing theories to address a gap in health-care service marketing literature concerning long-term mental health treatment journeys. By introducing the concept of dynamic reflection, it demonstrates how consumers actively engage in and share insights throughout their treatment process, differing from traditional feedback models, and highlights the impact of UGC on health-care service provision. Practical implications Findings could inform potential health-care provider interventions that may improve treatment effectiveness. Originality/value Although stigmatized consumers’ experiences have been examined, their treatment experiences have not been framed within a journey framework.