Social Media Health Information: A Study of User Engagement and User Empowerment among Higher Education Students in a Developing Country.

Abstract

Recent studies have emphasized the improvements in social media health information seeking. However, there are persistent challenges regarding user health information-seeking behaviour. Considering the inadequacy of knowledge in the area of social media health-seeking behaviour in developing countries, this study sought to comprehensively examine the factors impacting students' intention to use Social Media Health Information (SMHI), with a specific focus on the role of psychological empowerment. Additionally, the study aims to explore how psychological empowerment interplays with students' intention to use SMHI and how both these factors collectively influence the intention to recommend social media health information. Existing literature on social media health information seeking has seldom focused on user engagement and user empowerment. Consequently, many studies have called for multidisciplinary research into social media health information-seeking behaviour. To address this gap, the study adapted a conceptual framework of the Unified Theory of Acceptance and Use of Technology and the Psychological Empowerment Model. A quantitative approach and a survey were developed to investigate user engagement and empowerment determinants. Furthermore, the study used a stratified random sampling technique to choose 300 respondents from the University of Ghana and the University of Professional Studies. Also, the Partial Least Square Structural Equation Modelling was used to analyse the primary data collected. The findings from the study showed that for user engagement, performance expectancy and facilitating conditions were the main determinants of students' intention to use SMHI. Social influence and effort expectancy did not influence students’ intention to use SMHI. Additionally, psychological empowerment proved to be a significant determinant of students’ intention to use SMHI. Finally, psychological empowerment and intention to use were identified to have a positive influence on students’ intention to recommend SMHI. However, psychological empowerment proved to have a more significant influence on the intention to recommend. With implication to policy, the study proposed that policymakers should consider the impact on user behaviour when implementing laws and policies regarding health information on social media and other online platforms. The policies implemented should give users autonomy in accessing health information online. Furthermore, the study addresses a theoretical gap in research in the context of social media health information by combining the Unified Theory of Acceptance and Use of Technology Model and the Psychological Empowerment Model to investigate health information seeking behaviour. Also, policies regulating online health information content should be strict to avoid misinforming users about their health. The study recommends that future research should adopt a qualitative or mixed-method approach to adequately explore the phenomena.