Gheorghe, Iuliana-Raluca, and Mei-Na Liao. "Investigating Romanian healthcare consumer behaviour in online communities: Qualitative research on negative eWOM." Procedia-Social and Behavioral Sciences 62 (2012): 268-274.

This study delves into the dynamics of an online gynecological community forum utilized by Romanian women, aiming to uncover the nature and impact of the messages shared within this digital space. Through exploratory qualitative research employing netnography and content analysis, the study investigates the types of support conveyed through messages, the motivations behind posting, and the emotions these messages express. Findings reveal a predominance of positive electronic word of mouth (eWOM), although negative eWOM posts wield significant linguistic influence. The primary motivations for posting are rooted in frustration, with anger being the most frequently expressed emotion. This research sheds light on the complex interplay of support, motivation, and emotion in online health communities, highlighting the significant role they play in shaping consumer behavior and perceptions.