Abstract
By conducting a content analysis of online communities connected by the Weight Watchers' online message boards, this study examined the relationship between conversational interactivity and consumer-generated content about consumer health information, self-efficacious content, and experiences with dieting and physical activities. The results showed that discussion about successful experiences with weight loss tended to be more interactive. Discussion about consumer health information tended to be non-interactive. The findings suggest that online communities generate social support through interactive discussion about successful experiences, and the interactive discussion, in return, sustains active participation in the community.
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