Health communication on social media: perceptions and influences

Abstract

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-ofmouth” but in a more moderate way.