JMIR Publications

ABSTRACT

Background:

Seeking and sharing information are primary uses of the internet and social media. It is therefore vital to understand the processes individuals go through when engaging with information on these diverse platforms; especially in areas such as health and risk-related information. One important element of such engagement is evaluating and attributing expertise to others.

Objective:

The study aimed to explore how meanings around expertise in relation to food allergy/intolerance (food hypersensitivity) were constructed by two groups of social media users; 1) those who use platforms for reasons relating to food hypersensitivity, and 2) those seen as experts by this community.

Methods:

Email interviews were conducted with food hypersensitive adults (n = 4), parents of food hypersensitive children (n = 4), and perceived experts in food hypersensitivity on social media (n = 5). Data were analysed thematically using Braun and Clarke’s approach.

Results:

The thematic analysis demonstrated that judging expertise on social media is a complex and multi-faceted process. Users might be judged as expert through their professional background, or their experience living with food hypersensitivities. How users behave on social media, and the traces of their online activity can influence how others will see them. Such considerations are both measured and moderated through the social media community itself. Findings highlighted how social media often acts as a supportive information tool following a diagnosis, but this also raised concerns if patients cannot access suitable vetted information.

Conclusions:

This work has implications for understanding how users perceive expertise on social media in relation to a health concern, and how information assessments are made during management of risks. Findings will prove beneficial to both medical and organisational stakeholders involved in the support of those living with life-changing conditions, such as food hypersensitivities.