Social media physician influencers and patients’ participation in value co-creation

Purpose Drawing on service-dominant logic of value co-creation literature, this research delves into the effects of the source credibility of social media physician influencers (SMPIs) on patients’ participation in value co-creation (PVCC) during their healthcare journey and subsequent revisit intention and advocacy. Design/methodology/approach The data were collected from 609 patients through a structured questionnaire survey. The data were analysed through structural equation modelling (SEM) using AMOS and SPSS PROCESS Macro. Findings The research revealed that source credibility dimensions of SMPIs, such as attractiveness, trustworthiness and expertise, promote a supportive environment that encourages patients’ PVCC during their healthcare journey. PVCC significantly influences patients’ advocacy, favouring their respective healthcare providers. PVCC is also found to mediate the links between source credibility dimensions and advocacy. Practical implications Healthcare providers can strategically endorse SMPIs on online healthcare communities (OHCs) to promote well-being and healthy lifestyles, thus strengthening the bond between patients and healthcare professionals. Originality/value Findings of this research contribute to healthcare marketing and value co-creation literature by offering novel insights relating to the role of the SMPIs and by showing empirical evidence on how their source credibility dimensions influence patients’ PVCC and advocacy.