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Drawing on service-dominant logic and co-creation literature, this study explores how social media marketing activities (SMMAs) in online healthcare communities (OHCs) impact patients’ electronic word of mouth (E-WOM). Additionally, it aims to understand how patients’ E-WOM contributes to participation in value co-creation (PVCC) during the healthcare journey and influences patient well-being. This study also investigates the mediating role of patients’ E-WOM in bridging the relationship between the dimensions of SMMAs and patient PVCC dimensions.

Data were collected from 601 healthcare customers through a structured survey. Hypotheses were tested using partial least structural equation modeling (PLS-SEM) with SmartPLS 4.0.

Results demonstrate that interactivity and trendiness dimensions of SMMAs positively impact patients’ E-WOM communication. Patients’ E-WOM communication enhances their PVCC by influencing information seeking, information sharing, personal interaction and responsible behavior dimensions. Information seeking, personal interaction and responsible behavior in patient-provider interactions during the healthcare journey augment patients’ well-being, such as satisfying patients’ overall healthcare needs, ensuring mental peace and physical comfort and guaranteeing quality of life. Additionally, patients’ E-WOM mediates the relationship between SMMAs dimensions, such as interactivity and trendiness, with each dimension of patient PVCC.

This study extends the service-dominant logic and enriches the literature on healthcare service co-creation. It explores how SMMAs can enhance patient PVCC through E-WOM and improve patient well-being. Additionally, it provides valuable insights for social media marketing managers, healthcare professionals and marketing strategists.

Customer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines the viability of a social cognitive theory positing that customers' value co-creation behavior is shaped by their co-creation experience, self-efficacy, and engagement.

Using healthcare as a case, a stratified random sample comprising 600 patients from 40 hospitals across eight metropolitan cities in an emerging economy was acquired and analyzed using co-variance-based structural equation modeling (CB-SEM).

Customers' co-creation experience has a positive impact on their co-creation self-efficacy, co-creation engagement, and value co-creation behavior. While co-creation self-efficacy and engagement have no direct influence on value co-creation behavior, they do serve as mediators between co-creation experience and value co-creation behavior, suggesting that when customers are provided with a co-creation experience, it enhances their co-creation self-efficacy and engagement, ultimately fostering value co-creation behavior.

A theory of customer value co-creation behavior is established.

A shared cognitive schema is the fundamental source of tacit understanding within a team. This study aims to address how such a shared cognitive schema emerges and evolves in an interdisciplinary research team.

This study uses an exploratory single case study to analyze the emergence and evolution of a shared cognitive schema in an interdisciplinary research team systematically. The authors spent more than two years collecting data from the IAM team via semistructured interviews, archival data and observation. Subsequently, a framework for the resulting mechanism model was developed by analyzing the data using a three-step process.

This study shows that as the interdisciplinary research team develops, the shared cognitive schema passes through three stages: overlapping cognitive schema, complementary cognitive schema and synergetic cognitive schema. The mechanisms of overlap, complement and synergy play important roles. The convergent roles of partner-based recruiting, knowledge categorization and following the existing institution facilitate the overlapping of knowledge structures. Complementary cognitive schema sharing is facilitated by interdisciplinary member selection, knowledge stock expansion and the effects of accomplished mentors. The synergetic behaviors of group voice, interactive cognition and adaptive learning facilitate synergetic cognitive schema sharing.

This study is the first to discuss the emergence and evolution of a shared cognitive schema at the microlevel of knowledge structure and belief structure. It offers a new theoretical perspective on the development rules of scientific research teams and provides practical enlightenment regarding the establishment and operation of interdisciplinary research teams.