Consumer Engagement, Empowerment, and Wellbeing in Online Mental Health Communities: An Empirical Investigation

Technology-mediated social platforms now offer exponential opportunities for consumer interactions across various aspects of life. This has led to the emergence of online consumption communities, where consumers engage with each other, service providers and professionals based on shared interests. Consumer Engagement (CE) has become a significant concept in marketing literature, shaped by motivational drivers and impacting various outcomes. In commercial settings, CE is crucial for businesses and brands, influencing key performance indicators. However, there is limited research on CE in consumer-oriented health contexts, particularly in Online Mental Health Communities (OMHCs). This thesis aims to address this gap by examining CE in OMHCs, focusing specifically on its dimensions and outcomes. Drawing on Social Exchange Theory (SET) and Psychological Empowerment Theory (PET), the research model proposes three dimensions of CE (Social Engagement, Platform Engagement, and Individual Engagement) and two outcomes (Empowerment and Wellbeing). All dimensions and subdimensions in the research model were identified using a comprehensive literature review and thematic analysis. Using a positivist, quantitative approach, the study validates the hypotheses through data collected from online questionnaires (n=274) and analysed using Partial Least Squares – Structural Equation Modelling (PLS-SEM). The results show that CE in OMHCs is influenced by Platform Engagement, Social Engagement, and Individual Engagement, with Platform Engagement having the strongest relationship with CE. Additionally, CE positively impacts Empowerment and Wellbeing, with Empowerment playing a crucial role in generating Wellbeing in OMHCs. Extending SET and PET, this study contributes to the literature by highlighting the CE-Empowerment-Wellbeing nexus and extends the current understanding of the dimensions and outcomes of CE in OMHCs. This study offers managerial implications for OMHC managers, moderators, and digital mental health practitioners, offering suggestions for platform design, content moderation, and social engagement strategies. OMHCs can provide accessible and affordable mental health support, reducing the burden on the healthcare system and contributing to the greater wellbeing of communities and society. This research also has implications for digital mental health policy in Australia, specifically enhancing consumer and provider trust in digital mental health services, offering insight into CE, Empowerment, and Wellbeing in the digital mental health context.