How Social Media Contribute to Autists' Wellbeing: A Netnographic Analysis of Virtual Communities Content

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Author(s): Wilian Ramalho Feitosa (Federal Institute of São Paulo, Brazil), Daniela Silveira (Getulio Vargas Foundation, Brazil)and Leticia Prado Andrade (Federal Institute of São Paulo, Brazil)
Copyright: 2021
Pages: 25
Source title: Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector
Source Author(s)/Editor(s): José Duarte Santos (Polytechnic Institute of Gaya, Portugal)and Inês Veiga Pereira (ISCAP, Polytechnic Institute of Porto, Portugal)
DOI: 10.4018/978-1-7998-7263-4.ch009

Keywords: Business Science Reference / Healthcare Administration / Marketing / Medicine & Healthcare

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Abstract

Electronic social networks have expanded communication possibilities. This chapter aims to present how such platforms allow the formation of virtual communities to support and exchange information and the inclusion of people with ASD (autism spectrum disorders) by comparing brand virtual communities from two countries, five from Brazil and one from the USA. Among interpretative methods, netnography and manual content analysis considering posts on each community were performed. Also, tweets about Autism Awareness Day were analyzed. As a result, it was possible to see that virtual communities' contribution allows dialogue among autists' relatives, releasing their suffering and sharing acceptable practices. Among contributions, this study helps to know the differences among various virtual communities and content in terms of viralization in health marketing.

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How Social Media Contribute to Autists' Wellbeing: A Netnographic Analysis of Virtual Communities Content

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