Breaking mental health stigma: the impact of online reviews on the adoption of e-mental health platforms

Purpose Mental health stigma persists as a barrier to mental health service adoption. However, e-mental health platforms offer anonymous and convenient access to support. As potential users increasingly rely on user-generated content for health-related decisions, this study examines the role of online reviews for e-mental health platform adoption. Design/methodology/approach This study follows a quantitative approach applying structural equation modeling. Drawing on the Information Adoption Model, the authors examine how the perceived quality of online reviews on platform-based psychological counseling services and the credibility of their sources impact perceived information usefulness, information adoption and usage intention. Findings The results confirm that both argument quality and source credibility significantly enhance the perceived usefulness of online reviews. This, in turn, positively influences information adoption and usage intention considering e-mental health platforms. These findings highlight the potential of electronic word-of-mouth (eWOM) in mitigating stigma-related hesitations. Social implications By leveraging user-generated content, eWOM can serve as a digital anti-stigma tool, normalizing online mental health support and improving access for individuals reluctant to seek traditional therapy. Originality/value This study contributes to the literature by integrating service marketing perspectives with mental health service research, demonstrating the role of eWOM for usage intention. It provides empirical evidence on how online reviews can serve in e-mental health adoption.