Pharmaceutical industry and virtual consumer communities: What design for these new platforms of health commitment?

By Intissar Abbes, Marwa Rahmouni

The purpose of this study is to better understand the effect of virtual Peer-to-Peer Problem Solving communities (P3) on the commitment and intent of brand loyalty in the health field. A quantitative study of 305 members of the community “Pains Say No” by Sanofi pharmaceutical company is conducted. The effect of the characteristics of this community on the commitment of its members and their intention of loyalty is evaluated. The results reveal that only the quality of the information, the virtual interactivity, the rewards system and the pleasure of the experience influence the commitment to the community. On the other hand, only the quality of the information has a direct positive influence on the commitment to the brand. Finally, the indirect influence of the virtual interactivity and pleasure of the experience on the commitment and intent of brand loyalty has been proven.
JEL Codes: M31

  • Peer-to-Peer Problem Solving (P3) Communities
  • Pharmaceutical Industry
  • Health Products and Services
  • Design Platform
  • Commitment
Go to the article on