Willingness to reciprocate in virtual health communities: the role of social capital, gratitude and indebtedness

Virtual health communities have become popular social environments where patients and carers are able to receive advice and support from other members of the community. However, not much is known of factors that influence willingness to share personal health information. Using the resource exchange theory and the affect theory of social exchange, this paper examines the role of social capital, gratitude and indebtedness in explaining levels of...