A netnographic study on the topic of infertility in social media by Dr. Jana Grothaus, Dr. Sarah Köcher, Dr. Sören Köcher and Prof. Dr. Dieterle was published in the Journal of Services Marketing. As part of a comprehensive study, the researchers analyzed 69 YouTube videos and 40,000 user comments on the topic of infertility. The authors identified two ways in which infertility patients can benefit from public discourse on the topic in social media. First, needs for information as well as emotional exchange are satisfied. Second, by reaching unaffected individuals, vloggers contribute to the removal of taboos about infertility and raise awareness in society.