Hadeel Daham Habow1, Radhwan Hussein Ibrahim2*
1College of Nursing, University of Mosul, City of Mosul, 41002 Mosul, Nineveh Governorate, Iraq
2College of Nursing, Ninevah University, City of Mosul, 41002 Mosul, Nineveh Governorate, Iraq
*Corresponding Author’s Email: prof.dr.radhwan@uomosul.edu.iq
Keywords: Decision-Making; Information Dynamics; Social Media; University Staff; Women's Health
Over the past two decades, social media has experienced exponential growth, becoming a ubiquitous part of society with over 3.6 billion users worldwide (Wood & Watson, 2023). There has been a notable lack of research into the healthcare perspective on social media body image movements. Health professionals can significantly influence their patients' body image and experiences with weight-based discrimination (Sharp et al., 2023). The nursing profession demands high commitment and effort from student nurses and educators and necessitates significant dedication and hard work (Sulaiman et al., 2023). The digital age has ushered in a transformative era where the dissemination, sharing, and accessibility of information have undergone a profound revolution (Schneider-Kamp & Takhar, 2023). At the forefront of this transformation is healthcare and health information. Social media has emerged as a powerful catalyst in this dynamic landscape, reshaping how individuals seek, share, and access health- related knowledge. This paradigm shift has significant implications, especially for women's health information seeking and consumption (Sanchez & Jenkins, 2024; Wijayanti, Handayani & Azzahro, 2022). The pervasive influence of social media cannot be overstated. Platforms like Facebook, Twitter, Instagram, YouTube, and others have become the central hubs for global communication and information exchange (Zawisza et al., 2024). These digital spaces transcend geographical boundaries, providing a virtual agora where users from diverse backgrounds converge to connect, collaborate, and converse (Hugh-Jones et al., 2023). In particular, the health domain has witnessed a remarkable transformation due to the rapid proliferation of health-related content on social media (Onyeaka et al., 2023).
Women have become active participants in this digital health revolution. Whether they seek answers to questions about reproductive health, mental well-being, nutrition, fitness, or chronic conditions, social media has become their go-to source of information. The contemporary era is marked by a remarkable surge in the utilisation of social media platforms as primary sources of health information. A diverse spectrum of women spanning various ages, backgrounds, and life stages has turned to these platforms to address their health-related queries and concerns. What makes this phenomenon even more intriguing is the emergence of female university staff as a specific demographic group at the forefront of this digital health revolution (Lee et al., 2023). Female university staff members offer a unique and intriguing perspective in studying the dynamics of social media in women's health information seeking. This group is characterised by its educational background, technological acumen, and potentially unique health information needs. Educators, researchers, administrators, and professionals navigate complex roles within the academic ecosystem, making their health information-seeking behaviour particularly intriguing (Knock et al., 2024). Female university staff members typically possess a higher level of educational attainment, and they often serve as role models for students in their pursuit of knowledge. With easy access to technology and a familiarity with digital platforms, they are well- positioned to leverage the wealth of health information available on social media. Moreover, the health information needs of female university staff may be distinctive, influenced by the demands of their academic and professional roles and the life stages they traverse. From addressing the specific health concerns of young women embarking on their careers to navigating the challenges of pregnancy and menopause, female university staff encompass a broad spectrum of health experiences. Considering these factors, this study explores the dynamics of social media in women's health information seeking among female university staff. By examining their information-seeking behaviours, the sources they trust, the topics that resonate with them, and the influence of social media on their health decisions, the objective is to delve into the complexities of this dynamic environment, highlighting the diverse aspects of engagement and its broader impact on both individuals and public health. This research aims to decode the intricate digital pathways female university staff follow as they utilise social media in their quest for health information and overall well-being.
A total of 250 women from diverse age groups participated in this study. Their educational backgrounds varied, with degrees ranging from primary education to master's/Ph.D. The sample encompassed various marital statuses, including single, married, widowed, and divorced. Participants were drawn from different job functions at the university, including technical, administrative, and other roles, and their years of service spanned from less than five years, 5-10 years, 11-15 years, to more than 15 years.
A comprehensive questionnaire was meticulously designed to collect detailed data on demographic characteristics and social media usage related to health information. The questionnaire was structured into multiple sections to ensure thorough data collection and analysis. To support its development, several key references were utilised (Mohammed & Ibrahim, 2023; Taher & Ibrahim, 2023; Hamarash et al., 2023). The questionnaire was segmented into various sections to ensure detailed data collection:
The survey was deployed electronically via a secure online platform to ensure confidentiality and ease of access. Participants were recruited through university communication channels, facilitating a targeted approach to engaging potential respondents. Before participating, individuals were provided with an informed consent form detailing the purpose of the study, the nature of the data being collected, and their rights as participants, including anonymity and voluntary participation. The survey was available for a predefined period to maximise response rates, during which responses were collected anonymously to promote candidness and integrity in the feedback provided.
Quantitative data obtained from the survey were analysed using statistical software SPSS version 26. Descriptive statistics were used to summarise demographic information, social media usage patterns, and preferences. Inferential statistics, such as chi square tests, examine associations between variables.
The present study received Ethical from the Institutional Review Board (IRB) at the University of Mosul, Iraq with reference number 48, CCMRE-Nur-23-6, on 8th November, 2023.
Table 1: Use of Social Media for Health Information
Use of social media for Health Information | No. | % |
Does the participant have an account on social media? | ||
Yes | 250 | 100% |
When was the social media account created? | No. | % |
Less than one year | 35 | 14% |
1-5 years | 124 | 50% |
More than five years | 91 | 36% |
The most used social media platforms for health information | ||
40.8% | ||
0.4% | ||
10.2% | ||
YouTube | 14.4% | |
TikTok | 0.8% | |
Other | 33.4% | |
Daily usage of social media for health information | ||
3-6 hours | 195 | 78% |
More than 6 hours | 55 | 22% |
Types of social media content formats preferred for health information | ||
Text Articles | 21 | 8.4% |
Charts/Infographics | 10 | 4% |
Video Clips | 197 | 78.8% |
Live Webinars/Online Seminars | 9 | 3.6% |
Other | 13 | 5.2% |
Has health-related information been sought for yourself or family members through these platforms? | ||
Yes | 219 | 87.6% |
No | 31 | 12.4% |
Types of health information usually searched for on social media | ||
Chronic diseases | 74 | 29.6% |
Dietary supplements | 84 | 33.6% |
Alternative medicine | 95 | 38% |
Cosmetic procedures | 79 | 31.6% |
Weight management | 66 | 26.4% |
Other |
Table 1 presents the findings on the use of social media for health information among participants. A total of 250 participants were included in the study, all of whom reported having an account on social media. The majority of participants (50%) created their accounts between 1 to 5 years ago, while 36% reported having their accounts for more than five years, and 14% created their accounts within the last year. Participants primarily utilised various social media platforms for health information, with Facebook being the most common (40.8%), followed by YouTube (14.4%) and Instagram (10.2%). Notably, 78% of participants reported spending between 3 to 6 hours daily on social media for health-related content, while 22% spent more than 6 hours. When it comes to content format preferences, video clips emerged as the most favoured, with 78.8% of participants indicating a preference for this format. Text articles and charts/infographics were less favoured, with only 8.4% and 4%, respectively. Furthermore, 87.6% of respondents sought health-related information for themselves or their family members through these platforms.
In terms of the types of health information sought, dietary supplements (33.6%) and alternative medicine (38%) were among the most commonly researched topics, alongside chronic diseases (29.6%).
Table 2: Information Sources and Credibility of Information and Trust
Information Sources and Credibility of Information and Trust | No. | % |
How is health information obtained from social media? | ||
Personal source | 45 | 18% |
Friend's sharing | 65 | 26% |
Being a subscriber on the platform | 105 | 42% |
Promotional advertisements | 20 | 8% |
Other | 15 | 6% |
Sources of information obtained from social media | ||
Well-known medical professionals | 120 | 48% |
Government health organization | 85 | 34% |
Non-governmental health organizations | 60 | 24% |
Herbalists | 30 | 12% |
Health influencers | 75 | 30% |
Academic and research institutions | 40 | 16% |
Other | 20 | 8% |
How is the credibility of health-related information on social media assessed? | ||
Verified sources | 90 | 36% |
Likes and shares from reputable accounts | 110 | 44% |
Comments and feedback from others | 80 | 32% |
Personal experiences shared by others | 45 | 18% |
Other | 25 | 10% |
What factors influence the decision to use social media for sharing health information? | ||
Trust in the source | 125 | 50% |
Importance of content | 105 | 42% |
Peer recommendations | 70 | 28% |
Privacy concerns | 30 | 12% |
Lack of time | 40 | 16% |
Technological barriers | 15 | 6% |
Other | 10 | 4% |
Table 2 summarises the sources and credibility of health information obtained from social media. Participants reported various sources for obtaining health information on social media. The most frequent sources included being a subscriber to the platform (42%), and friends' sharing (26%). Notably, well-known medical professionals were cited as a source of information by 48% of participants, while government health organisations and health influencers accounted for 34% and 30%, respectively. To assess the credibility of health-related information found on social media, the most commonly cited methods included evaluating likes and shares from reputable accounts (44%) and verified sources (36%). Trust in the source was identified as a crucial factor influencing the decision to share health information, with 50% of participants indicating this.
Table 3: Participation in Social Media
Participation in Social Media | No. | % |
Has there been any contribution to sharing health information on social media through posting, commenting, or sharing? | ||
Yes | 180 | 72% |
No | 70 | 28% |
How is interaction with health-related content on social media typically carried out? | ||
Very actively | 80 | 32% |
Somewhat actively | 120 | 48% |
Rarely | 40 | 16% |
Never | 10 | 4% |
Have any health-related decisions been made based on information obtained from social media? | ||
Yes | 120 | 48% |
No | 130 | 52% |
Is there a willingness to participate in follow-up interviews or focus groups to provide more in-depth insights into using social media for health information? | ||
Yes | 150 | 60% |
No | 100 | 40% |
Table 3 outlines the participation levels in sharing health information on social media. A significant portion of participants (72%) reported contributing to the sharing of health information on social media through various activities such as posting, commenting, or sharing. Engagement levels varied, with 48% of participants indicating somewhat active interaction with health-related content, while 32% reported being very active. Regarding health-related decision-making, 48% of participants stated they made decisions based on information obtained from social media, whereas 52% did not. Additionally, a willingness to participate in follow-up interviews or focus groups to discuss social media use for health information was expressed by 60% of the participants.
The results from the present survey of 250 women provide valuable insights into the demographic characteristics, social media usage patterns, preferences, and perceptions related to health information. This discussion section aims to explore and interpret the key findings across various questionnaire sections.
The demographic information reveals a diverse sample, particularly one with a significant presence in the 41–60 age range, suggesting a wide range of life experiences and health concerns. Additionally, a noteworthy proportion of participants holding bachelor's and master's/Ph.D. degrees imply a well-educated cohort, potentially influencing the depth of their engagement with health-related information. The distribution of marital status indicates a mix of single, married, widowed, and divorced individuals, reflecting varied life experiences that may shape perspectives on health. Furthermore, most respondents in technical and administrative roles at the university suggest a potentially high exposure to information and technology. Regarding years of service, the diverse distribution, including a substantial portion with over 15 years of service, implies that long-term employees may bring distinct perspectives to their interactions with health information.
Use of Social Media for Health Information: In terms of social media accounts and usage, an overwhelming 90% of respondents possess social media accounts, underscoring the pervasive influence of these platforms in women's lives and emphasizing their potential reach for disseminating health information. Moreover, the majority having accounts for over five years suggests an established online presence, potentially fostering a sense of community and trust among users. Regarding preferred platforms and content formats, Instagram and Facebook emerge as the primary sources for health information, which is crucial for tailoring health campaigns to platforms frequented by the target audience. The preference for a combination of text articles and video content indicates a diverse approach to information consumption, emphasizing the need for a multi-format strategy in health communication (Mahmmoed, Ibrahim & Abdulgani, 2020). Regarding search behaviour and types of information sought, 80% actively seek health information for themselves or family members, showcasing a high level of personal responsibility for health and well-being. The diversity in the types of information sought, ranging from chronic diseases to alternative medicine and weight management, underscores the varied health concerns within the surveyed population (Frey et al., 2022; Zhao et al., 2021).
Undoubtedly, healthcare and allied health professionals wield the potential of social media to disseminate information, recruit participants for clinical studies, and gather patient opinions on new treatments or devices. However, the absence of rigorous regulations for sharing and receiving healthcare information on these platforms raises potential risks. Numerous researchers have voiced apprehensions about the possibility of social media adversely affecting patients and their treatment when not subject to stringent controls (Li et al., 2018; Rosen et al., 2020).
In evaluating the perceived benefits and potential side effects of social media usage, a substantial majority, 60%, view social media as a valuable source of health information, with a noteworthy percentage indicating a good or excellent level of benefit. This positive perception is pivotal for successful health campaigns that leverage social media platforms. Additionally, recognising and understanding the side effects or challenges experienced by users is imperative, as it can inform the development of strategies to mitigate potential harm. This approach ensures a more positive overall user experience and enhances the effectiveness of health communication initiatives on social media. Information sources and credibility
The involvement of friends and personal sources in disseminating information plays a significant role, underscoring the importance of interpersonal networks in shaping health beliefs within the surveyed population. Additionally, the trust placed in government health organisations and well- known medical professionals highlights the credibility attributed to authoritative sources. This underscores the necessity for collaborative efforts between health institutions and influencers to ensure the accurate and reliable dissemination of information to the audience. Combining interpersonal networks and trusted authorities contributes to health communication's overall credibility and effectiveness within the respondents' social circles.
There is an immediate call for widespread awareness campaigns to inform individuals that medical information obtained through social media platforms requires scrutiny. Emphasising the importance of consulting healthcare professionals before implementing any self-initiated changes to prescriptions is crucial. The dissemination of misinformation not only creates confusion but also poses a threat to clinical care. Notably, only 50% of health-related content on television shows is evidence-based, despite hosts conducting some research before airing (Ng, Popal & Selvanayagam, 2023). Similarly, an analysis of urology information on Facebook indicated that a mere 13% of posts contained pertinent information, while 40% were advertisements for commercial products (Bennett et al., 2018). Another study on health conditions on Facebook pages found that 32.2% of the information was commercial, with only 20% dedicated to health awareness (Hwang et al., 2024). Therefore, social media users must verify the authenticity and relevance of all health-related information received on platforms like Facebook, Twitter, or WhatsApp. Additionally, incorporating cyber surveillance as part of social accountability to counter the spread of potentially inaccurate health information is crucial, possibly involving health professionals in editing social network pages to align with patients' needs.
Gallardo and Ebardo (2024) stated that exposure to media significantly influenced the acceptance of cosmetic surgery. Those exposed to cosmetic surgery content in the media were more inclined to contemplate undergoing such procedures. Mohammed and Ibrahim (2023) propose how cosmetic surgery is portrayed in the media, which might impact societal perspectives and sway individuals toward opting for these procedures.
The substantial engagement of 70% of respondents in actively contributing to information sharing on social media underscores the immense potential for user-generated content in health promotion. This active participation signifies a valuable opportunity for harnessing peer-to-peer education strategies. Encourage users to share their insights and experiences and can foster a dynamic and collaborative environment, promoting a culture of mutual learning and support within the community. Leveraging user-generated content enhances the authenticity of health information. It facilitates a more relatable and personalized approach to peer-to-peer education, contributing to the overall effectiveness of health communication initiatives on social media (Knock et al., 2024; Kbaier et al., 2024; Westberry, Palmer & Potter, 2023).
The factors influencing the use of social media for health information are primarily anchored in trust and the perceived importance of content, as revealed by the survey findings. Trust in the source and the significance of the information play pivotal roles in shaping users' decisions to engage with health content on social media. These insights underscore the critical importance of credibility and relevance in influencing user behaviour within this digital context (Alkhyatt et al., 2012). Additionally, while privacy concerns and technological barriers emerge as less prominent factors, their significance should not be underestimated. Acknowledging and addressing these aspects becomes essential in designing interventions, ensuring user comfort and accessibility, and contributing to a more inclusive and user-friendly health communication environment on social media platforms.
The study acknowledges limitations that may impact its generalizability, notably the specific university context and the reliance on self-reported data. Future research endeavors could enhance the robustness of findings by exploring a more diverse range of demographics and incorporating objective measures of social media behavior. Additionally, a recommendation for further investigation into the impact of specific interventions, particularly university-led health campaigns on social media, is put forth. A deeper understanding of the effectiveness of such initiatives could provide valuable insights for refining strategies and tailoring interventions to meet the target audience's dynamic and evolving needs. This comprehensive approach to future research addresses existing limitations and advances understanding of the intricate relationship between women, social media, and health information.
The research emphasises the importance of considering both demographic characteristics and occupational factors when assessing the prevalence of hearing impairment among employees. The findings highlight the need to introduce specific occupational training programs and promote awareness about protective measures for hearing in the workplace. These measures are essential for effectively minimising the potential risks of hearing loss among workers.
The present research highlights that female university staff primarily seek health information about women’s wellness and preventive measures on social media. Nursing educators can strategically utilise this insight to tailor digital outreach programs that align with these preferences. Nurses can more effectively engage this demographic by developing content that resonates with the identified needs and patterns of social media use, thereby improving health literacy. Additionally, the findings on social media's perceived benefits and drawbacks for health information provide valuable guidance for healthcare professionals. These insights can inform the creation of targeted interventions to combat misinformation and enhance the credibility of online health content. Such initiatives underscore nurses' pivotal role in patient education and empower them to effectively use social media as a supportive tool in healthcare delivery. This approach promotes a better- informed public and fosters a proactive stance towards health maintenance and disease prevention.
When considering final thoughts and recommendations, the varied responses on social media regarding university initiatives for women's health suggest potential areas for improvement or expansion of existing programs. The different perspectives indicate a need for a flexible approach that aligns with the diverse needs and preferences of the user base. Additionally, user recommendations, from emphasizing content importance to addressing privacy concerns, provide valuable insights for developing future strategies in health communication. These user-focused suggestions highlight the importance of a comprehensive and user-friendly approach, emphasizing content while ensuring user privacy and comfort. Incorporating these recommendations into future initiatives can enhance the effectiveness and relevance of university-led health campaigns on social media platforms.
The authors have no conflicts of interest to declare.
The authors are thankful to the Institutional Review Board (IRB) at the University of Mosul, Iraq for their approval and support. Their contributions were crucial in ensuring the research’s ethical conduct and integrity. The authors also acknowledge the study participantsfor their willingness to participate and for contributing valuable information.
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