This study aimed to analyze how social media users perceived the health-related content disseminated in this channel. Specifically, it was intended to verify how the dimensions “entertainment,” “interaction,” “trendiness,” and “customization” impacted the “word-of-mouth” that the user could make to other users regarding health-related content. The methodological approach involved a questionnaire survey that integrated a set of statements, adapted from Kim and Ko's study. Data were collected through an online survey using a convenience sample composed of individuals from the northern region of Portugal. As result, the authors found that the dimensions “entertainment,” “interaction,” and “trendiness” had positive values. “Trendiness” stood out as the dimension with the greatest impact on “word-of-mouth.” The dimensions “entertainment” and “customization” also showed to have an impact on “word-of-mouth” but in a more moderate way.
TopIntroduction
Health content communication is a multidisciplinary area of influence where different theoretical approaches converge, including theories from behavioral and social sciences, mass communication, marketing, and social marketing, among others. When carried out in a rigorous and planned way, health communication can improve the way societies deal with uncertainty and fear, enlightening citizens and promoting the adoption of behavioral changes. Health communication professionals have a responsibility to contribute to the dissemination of concise and valid information in different contexts (Finset et al., 2020).
Currently, research on health communication is usually structured in an applied way. That is, it is based on concrete problems of analysis of issues related to health care and issues related to its promotion and communication. This strand of communication is based on the need to reduce or even eliminate errors that endanger the quality of healthcare, to provide useful information for informed decision-making on health matters and to effectively impact the identified target segments. As health communication is an area of knowledge under construction and relatively recent, one of the main shortcomings in terms of empirical and critical reflection lies in the need to identify the main communication factors that influence critical health issues widely known and disseminated in the media (Kreps, 2012a). According to the author, there is scientific evidence that issues such as lack of consumer adherence to treatment recommendations and low levels of consumer participation in health care decision-making are directly related to the effectiveness of health communication. Thus, studies in the field of health communication should focus on the analysis of communication aimed at health care and health promotion, while also considering the influences of social communication, institutional communication, and the cultural aspects of the different target audiences.
At the same time, the use of social media has been increasing in the last decade, with about 53,6% (4.20 billion) of the world population using these platforms (Hootsuite, 2021). Individuals use social media as a source of information, as a mode of entertainment, or to communicate with other users. Social media has thus become a key channel for non-digital media, businesses, brands, and non-profit organizations.
Regarding their ability to influence, social media have played an important role in promoting a sustainable lifestyle and behavior (Strähle and Gräff, 2017) and in promoting healthy behaviors, contributing to improve the level of health literacy of the population. According to Ratzan and Parker (2006, p. 713), the concept of health literacy means “The degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions”. This means, in the authors' view, that health communication professionals must keep in mind the need to adapt information, messages and recommendations to the specificities of their target audiences, while at the same time a careful choice of appropriate media must be made to improve the quality of decision-making. Health literacy occurs when the skills and capabilities of individuals who require health information and services are aligned with the demand and complexity of information and services (Parker and Rayzan, 2010). Health literacy refers to the ability of those in the health system to accurately interpret and use relevant health information and resources to achieve their health goals (Kreps, 2017). From the author's perspective there is scientific evidence that many consumers have limited levels of health literacy to adequately understand health information considering that health literacy is both an individual characteristic (limited education, language facility, and more) and a one-time condition (based on how current physical and mental states influence abilities to communicate effectively).