JMIR Publications

ABSTRACT

Background:

Social media has become an important tool facilitating communication and connection in a post-pandemic landscape. This context has prompted an increase in the sharing of information and disinformation about general health, and provides an opportunity to seek information about and support for intimate health with the added assurance of maintaining a degree of anonymity in a socially taboo context.

Objective:

The aim of this study is to better understand how women in Aotearoa New Zealand use social media to access sexual and reproductive health information and support. Engagement with stakeholders and community groups will be undertaken throughout the study to analyse the findings therein, and present solutions to identified issues.

Methods:

This study uses a mixed-methods approach, involving the collection of qualitative and quantitative data through an anonymous survey on the Qualtrics Survey Software platform. Recruitment will occur through advertising on University social media accounts, and physical posters in various locations nationwide, prioritising often-underrepresented groups. This study will also present the preliminary results to stakeholders, prioritising whakawhanaungatanga and manaakitanga in the co-designing of future research aims. Subsequent analysis of all the above data forms will be performed, with dissemination of results in academic, participant, and stakeholder circles.

Results:

Ethical approval to conduct this study was granted by the University ethical review board on June 23rd, 2023 and an amendment to change survey questions and expand recruitment was submitted June 5th, 2024. Data collection will occur until June 2025 with stakeholder engagement occurring throughout.

Conclusions:

None