Patient emotions and attribution of responsibility during the Levothyrox pharmaceutical crisis in France

Purpose This study aims to examine the emotional experiences and behaviors of patients during the Levothyrox crisis in France, highlighting the role of online communities in communication, mutual support and emotional regulation. It also analyses the attribution of responsibility for the crisis and the resulting behavioral intentions, taking into account the dynamics of social networks and interactions with healthcare professionals. Design/methodology/approach A netnographic approach was used to analyze 2,006 comments posted in Facebook communities dedicated to Levothyrox. Qualitative content analysis, performed using Sphinx iQ2 software, focused on the profiles of netnographers, their motivations, the emotions expressed, the attribution of responsibility and the behavioral intentions reported. Findings The posts were motivated by a need for information, emotional support, and validation of personal experiences. Patients expressed both positive emotions (gratitude, hope, joy) and negative emotions (anger, anxiety, sadness, hatred, disappointment), reflecting both community support and a loss of trust in the laboratory, health authorities, and healthcare professionals. The attribution of responsibility mainly targeted Merck and the health authorities. Emotions were associated with behavioral intentions such as information sharing, community mobilization, boycotts, complaints and medical vigilance. Practical implications The findings provide actionable guidance for pharmaceutical companies and healthcare professionals to improve crisis communication, rebuild institutional trust, and enhance patient engagement in digital health environments. Originality/value This study extends crisis communication theory by showing how co-constructed online emotions drive collective mobilization and protest, while challenging the dichotomy between positive and negative emotions.