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Promoting users' intention to share online health articles on social media: The role of confirmation bias.

ABSTRACT: Nowadays, it is a common practice for healthcare professionals to spread medical knowledge by posting health articles on social media. However, promoting users' intention to share such articles is challenging because the extent of sharing intention varies in their eHealth literacy (high or low) and the content valence of the article that they are exposed to (positive or negative). This study investigates boundary conditions under which eHealth literacy and content valence help to increase users' intention to share by introducing a moderating role of confirmation bias-a tendency to prefer information that conforms to their initial beliefs. A 2 (eHealth literacy: high vs. low) × 2 (content valence: positive vs. negative) between-subjects experiment was conducted in a sample of 80 participants. Levels of confirmation bias ranging from extreme negative bias to extreme positive bias among the participants were assessed during the experiment. Results suggested that: (1) users with a high level of eHealth literacy were more likely to share positive health articles when they had extreme confirmation bias; (2) users with a high level of eHealth literacy were more likely to share negative health articles when they had moderate confirmation bias or no confirmation bias; (3) users with a low level of eHealth literacy were more likely to share health articles regardless of positive or negative content valence when they had moderate positive confirmation bias. This study sheds new light on the role of confirmation bias in users' health information sharing. Also, it offers implications for health information providers who want to increase the visibility of their online health articles: they need to consider readers' eHealth literacy and confirmation bias when deciding the content valence of the articles.

SUBMITTER: Zhao H

PROVIDER: S-EPMC7368841 | biostudies-literature | 2020 Nov

REPOSITORIES: biostudies-literature

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Promoting users' intention to share online health articles on social media: The role of confirmation bias.

Zhao Haiping H Fu Shaoxiong S Chen Xiaoyu X

Information processing & management 20200719 6

Nowadays, it is a common practice for healthcare professionals to spread medical knowledge by posting health articles on social media. However, promoting users' intention to share such articles is challenging because the extent of sharing intention varies in their eHealth literacy (high or low) and the content valence of the article that they are exposed to (positive or negative). This study investigates boundary conditions under which eHealth literacy and content valence help to increase users' ...[more]

PMID: 32834400

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Project description:BackgroundSuicide is a great public health challenge. Two hundred million people attempt suicide in China annually. Existing suicide prevention programs require the help-seeking initiative of suicidal individuals, but many of them have a low motivation to seek the required help. We propose that a proactive and targeted suicide prevention strategy can prompt more people with suicidal thoughts and behaviors to seek help.ObjectiveThe goal of the research was to test the feasibility and acceptability of Proactive Suicide Prevention Online (PSPO), a new approach based on social media that combines proactive identification of suicide-prone individuals with specialized crisis management.MethodsWe first located a microblog group online. Their comments on a suicide note were analyzed by experts to provide a training set for the machine learning models for suicide identification. The best-performing model was used to automatically identify posts that suggested suicidal thoughts and behaviors. Next, a microblog direct message containing crisis management information, including measures that covered suicide-related issues, depression, help-seeking behavior and an acceptability test, was sent to users who had been identified by the model to be at risk of suicide. For those who replied to the message, trained counselors provided tailored crisis management. The Simplified Chinese Linguistic Inquiry and Word Count was also used to analyze the users' psycholinguistic texts in 1-month time slots prior to and postconsultation.ResultsA total of 27,007 comments made in April 2017 were analyzed. Among these, 2786 (10.32%) were classified as indicative of suicidal thoughts and behaviors. The performance of the detection model was good, with high precision (.86), recall (.78), F-measure (.86), and accuracy (.88). Between July 3, 2017, and July 3, 2018, we sent out a total of 24,727 direct messages to 12,486 social media users, and 5542 (44.39%) responded. Over one-third of the users who were contacted completed the questionnaires included in the direct message. Of the valid responses, 89.73% (1259/1403) reported suicidal ideation, but more than half (725/1403, 51.67%) reported that they had not sought help. The 9-Item Patient Health Questionnaire (PHQ-9) mean score was 17.40 (SD 5.98). More than two-thirds of the participants (968/1403, 69.00%) thought the PSPO approach was acceptable. Moreover, 2321 users replied to the direct message. In a comparison of the frequency of word usage in their microblog posts 1-month before and after the consultation, we found that the frequency of death-oriented words significantly declined while the frequency of future-oriented words significantly increased.ConclusionsThe PSPO model is suitable for identifying populations that are at risk of suicide. When followed up with proactive crisis management, it may be a useful supplement to existing prevention programs because it has the potential to increase the accessibility of antisuicide information to people with suicidal thoughts and behaviors but a low motivation to seek help.

Dataset Information

Promoting users' intention to share online health articles on social media: The role of confirmation bias.

Publications

Promoting users' intention to share online health articles on social media: The role of confirmation bias.

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