Lonely and Sick: The Role of Social Media in Consumer Practices of Relief

Loneliness is increasingly recognized as a major mental health concern, yet the role of social media in alleviating it remains poorly understood. This study asks how social media help consumers cope with loneliness amid chronic illness. Focusing on women living with endometriosis, an under‐recognized and often stigmatized condition marked by pain, diagnostic delays, and invisibility, we adopt a technocultural perspective to conceptualize social media as collective consumption spaces where loneliness is mediated through parasocial and consocial dynamics. The study draws on a team netnography of 38 online endometriosis‐related pages and profiles, triangulated with 20 in‐depth interviews with consumers affected by endometriosis, medical influencers, patient influencers, and experts. We identify four interrelated practices—grounding, sense‐making, attuning, inspiring—through which consumers transform digital encounters into tangible relief that extends beyond the screen into their physical, emotional, and social lives. We contribute to the debate on social media and loneliness, showing that relief is not an isolated act of consumption but a ritualized, collective accomplishment, achieved through culturally embedded practices addressing both social and emotional loneliness dimensions. For brands, healthcare professionals, and platform providers, the study reframes social media as ecosystems of recognition where lonely sick consumers can feel seen, believed, and accompanied.