Trusting Social Media as a Source of Health Information: Online Surveys Comparing the United States, Korea, and Hong Kong

Abstract

BackgroundThe Internet has increasingly become a popular source of health information by connecting individuals with health content, experts, and support. More and more, individuals turn to social media and Internet sites to share health information and experiences. Although online health information seeking occurs worldwide, limited empirical studies exist examining cross-cultural differences in perceptions about user-generated, experience-based information compared to expertise-based information sources.ObjectiveTo investigate if cultural variations exist in patterns of online health information seeking, specifically in perceptions of online health information sources. It was hypothesized that Koreans and Hongkongers, compared to Americans, would be more likely to trust and use experience-based knowledge shared in social Internet sites, such as social media and online support groups. Conversely, Americans, compared to Koreans and Hongkongers, would value expertise-based knowledge prepared and approved by doctors or professional health providers more.MethodsSurvey questionnaires were developed in English first and then translated into Korean and Chinese. The back-translation method ensured the standardization of questions. Surveys were administered using a standardized recruitment strategy and data collection methods.ResultsA total of 826 participants living in metropolitan areas from the United States (n=301), Korea (n=179), and Hong Kong (n=337) participated in the study. We found significant cultural differences in information processing preferences for online health information. A planned contrast test revealed that Koreans and Hongkongers showed more trust in experience-based health information sources (blogs: t 451.50=11.21, P<.001; online support group: t 455.71=9.30, P<.001; social networking sites [SNS]: t 466.75=11.36, P<.001) and also reported using blogs (t 515.31=6.67, P<.001) and SNS (t 529.22=4.51, P<.001) more frequently than Americans. Americans showed a stronger preference for using expertise-based information sources (eg, WebMD and CDC) compared to Koreans and Hongkongers (t 360.02=3.01, P=.003). Trust in expertise-based information sources was universal, demonstrating no cultural differences (Brown-Forsythe F 2,654=1.82, P=.16). Culture also contributed significantly to differences in searching information on behalf of family members (t 480.38=5.99, P<.001) as well as to the goals of information searching.ConclusionsThis research found significant cultural differences in information processing preferences for online health information. Further discussion is included regarding effective communication strategies in providing quality health information.

Developing Students’ Critical Reasoning About Online Health Information‬: a Capabilities Approach‬

“…For instance, the presence of real life examples and personal narratives seem to be important when evaluating health information online. Even though cultural differences exist, a recent cross-cultural study in an Asian-American context shows that personal narratives, experiences and peer-to-peer exchange on the trustworthiness of online healthrelated information become important across cultural contexts among college students (Song et al 2016). Similar results were presented in a Scottish study on young people's perception and evaluation of health-related digital media (Fergie et al 2013).…”

“…For instance, using the tool the students directed their online information retrieval to find scientific facts only. Song et al (2016) and Caiata-Zuffrey et al (2010) report that people commonly have purposes far beyond verifying medical facts when browsing the web for health information. When people approach health information in everyday life, purpose other than searching for the truth are at stake, and thus senders other than medical experts and information other than scientific facts may become important.…”

Consumer health information seeking in social media: a literature review

“…Of the total articles examined, 12 (57.1%) studies conducted qualitative data collection methods. Nine of them employed survey methods . Two of them utilised the focus group methods, and one of them involved the interview method .…”

“…Nine of them employed survey methods. [18][19][20][21][22][23][24][25][26] Two of them utilised the focus group methods, 27,28 and one of them involved the interview method. 29 The other eight research collected data directly from the social media platforms.…”

Effects of Contributor Experience on the Quality of Health-Related Wikipedia Articles (Preprint)

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