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Prior research has shown that user-generated content (UGC) on social media is an important source for consumers seeking information about mental health treatment. The purpose of this study is to explore UGC about prescription drugs for depression as a type of digital ‘pharma’ folklore. Using qualitative inquiry, the authors analyse 73 user-generated product reviews on YouTube. Findings yield a compelling portrait of people’s struggle with mental illness and their treatment journey. Applying folklore as a framework provides a novel strategy for analysing and theorising the cultural worldview of a consumer group. It allows marketers to decipher the knowledge being passed on to others from product review videos and gain a deeper understanding of stories that resonate with consumers seeking treatment with depression drugs.

Folklore as a frame for understanding UGC: pharma folklore from YouTube reflections on psychiatric drugs for depression