Exploring Health Information Post-Encountering Behaviours in Social Media Platforms and their Influencing Factors: A Mixed Methods Approach

Social media platforms (SMPs) leverage algorithms to push vast volumes of health-related content to users, creating a complex environment for health information encounters. This thesis examines how users respond to this encountered health information (EHI) and identifies the key factors influencing their subsequent behaviours.
A mixed-methods approach was employed, comprising two studies. First, a qualitative diary study (N = 39) captured natural user experiences, collecting 71 entries that were analysed via content analysis. Second, building on these insights, an online survey experiment (N = 396) used a 2x2x2 between-subjects design to experimentally test how different factors influence post-encountering behaviours, which were analysed using exploratory factor analysis (EFA).
The diary study revealed that post-encountering behaviours are multifaceted and include saving, sharing, using, discussing, exploring, ignoring, returning, and making mental notes. Emotional states often shift after encounters, frequently transitioning between positive and negative feelings depending on relevance and the nature of the EHI. Notably, the study identified several influencing factors, both internal (e.g., personal relevance, health status, knowledge gained) and external (e.g., credibility, awareness of others), that affect these behaviours.
Results from the online experiment showed that a single factor, such as message framing or type of health information, does not significantly influence the perceived usefulness of EHI and the direction of post-encountering behaviours. Instead, the interplay of multiple factors significantly influences the perceived usefulness of EHI and the direction of subsequent behaviours.
Theoretically, this research advances the literature by providing an empirical model of post-encountering behaviours on SMPs, categorising actions as toward-self, toward-others, or avoidance, and detailing their contextual drivers. Practically, the findings offer actionable insights: credibility is paramount and can be reinforced through the use of verification badges, while the effectiveness of health messages can be enhanced by strategically tailoring the framing and content type to the target audience. This study highlights the nuanced nature of health information engagement on social media and provides a foundation for more effective health communication strategies.