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Exchanging value within individuals' networks: social support implications for health marketers

Ali, Haider (2011). Exchanging value within individuals' networks: social support implications for health marketers. Journal of Marketing Management, 27(3&4) pp. 316–335.

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When it comes to health, how is value exchanged on a personal basis within a specific cultural context? In this paper, the cultural and social context of social support, particularly emotional support from social network members, is assessed and areas for further study identified. This exploratory research was undertaken amongst an immigrant South Asian community in the UK and the findings highlight rich areas for further research on the exchange of value between individuals. For health marketers, the paper provides cultural insights into the exchange relationships between cardiac patients and their network members. The research identifies dimensions such as obligations, sacrifice, and motivations, which influence the level of support patients believe they receive from their social networks. These insights can help marketing programmes take into account information and resource flows within communities that are characterised by strong social networks, either within the multicultural communities in developed countries or those in developing countries.

Item Type: Journal Item
Copyright Holders: 2011 Westburn Publishers Ltd
ISSN: 0267-257X
Project Funding Details:
Funded Project NameProject IDFunding Body
Not SetNot SetBritish Heart Foundation
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 27561
Depositing User: Haider Ali
Date Deposited: 08 Mar 2011 15:33
Last Modified: 07 Dec 2018 09:51
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