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Accepted for/Published in: JMIR Formative Research

Date Submitted: Oct 29, 2023
Date Accepted: Oct 3, 2024

The final, peer-reviewed published version of this preprint can be found here:

Understanding Membership in Alternative Health Social Media Groups and Its Association with COVID-19 and Influenza Vaccination: Web-Based Cross-Sectional Survey

Na K, Zimdars M, Cullinan ME

Understanding Membership in Alternative Health Social Media Groups and Its Association with COVID-19 and Influenza Vaccination: Web-Based Cross-Sectional Survey

JMIR Form Res 2024;8:e54092

DOI: 10.2196/54092

PMID: 39636665

PMCID: 11659688

Understanding Membership in Alternative Health Social Media Groups and Its Association with COVID-19 and Influenza Vaccination: A Web-Based Cross-Sectional Survey

  • Kilhoe Na; 
  • Melissa Zimdars; 
  • Megan E. Cullinan

ABSTRACT

Background:

Social media platforms have become home to numerous alternative health groups where people share health information and scientifically unproven treatments. Individuals share not only health information but also health misinformation in alternative health groups on social media. Yet, little research has been done to understand members of these groups. This study aims to better understand characteristics of members in alternative health groups and the association between membership and attitudes toward vaccination and vaccine-related behaviors.

Objective:

This study aims to better understand characteristics of members in alternative health groups and the association between the membership and attitudes toward vaccination and vaccine-related behaviors.

Methods:

A cross-sectional survey was conducted with 1050 participants (596 members of alternative health groups and 454 non-members of alternative health groups).

Results:

The data show that those who actively share information online, and those with high levels of fear of negative evaluations, and conspiratorial mentality are more likely to join alternative health groups. Also, the results indicate that individuals with high levels of health literacy are less likely to join those groups, while there is no effect of health consciousness on membership. Finally, we found members tend to have negative attitudes toward vaccination and are less likely to get vaccinated against COVID-19 and influenza.

Conclusions:

The findings indicate various factors that might lead people to join alternative health social media groups, such as sharing, fear of negative evaluations, conspiratorial mentality, and health literacy. They also suggest that there is a significant relationship between membership and vaccination. By more thoroughly exploring the who, or by better understanding the people for whom interventions are designed, the current study is expected to help researchers to more strategically and effectively employ interventions.


 Citation

Please cite as:

Na K, Zimdars M, Cullinan ME

Understanding Membership in Alternative Health Social Media Groups and Its Association with COVID-19 and Influenza Vaccination: Web-Based Cross-Sectional Survey

JMIR Form Res 2024;8:e54092

DOI: 10.2196/54092

PMID: 39636665

PMCID: 11659688

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