Abstract
The aim of this chapter is to explore the utility of online knowledge sharing for the health and human services. Experiences in marketing are used as a basis for the development of three broad and interrelated theoretical concepts-the diffusion of innovations, viral marketing, and online word of mouth advertising-as well as several other influential factors to explain online knowledge sharing. Three major elements that stimulate online knowledge sharing are distilled from these theoretical perspectives including internal factors such as altruism, online social network size, and topic salience. This chapter uses these elements to propose a model of e-Mavenism which explains the cognitive processes that lead to online knowledge sharing behavior. Based on the e-Mavenism model, several strategies are suggested for online health promotion and community education.
| Original language | English |
|---|---|
| Title of host publication | Information Communication Technologies for Human Services Education and Delivery |
| Subtitle of host publication | Concepts and Cases |
| Publisher | IGI Global |
| Pages | 230-240 |
| Number of pages | 11 |
| ISBN (Print) | 9781605667355 |
| DOIs | |
| State | Published - 2009 |
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