JMIR Publications

ABSTRACT

Background:

The COVID-19 pandemic has intensified healthcare worker burnout and increased their engagement with social media, yet whether social media is beneficial in mitigating burnout among primary healthcare remains uncertain.

Objective:

This study aims to report the prevalence of burnout among Chinese primary healthcare workers (PHWs) and investigate the relationship between social media usage, specifically WeChat Moments, and burnout, with a focus on urban-rural differences.

Methods:

Conducted between May and October 2022, our nationwide cross-sectional survey included 3,769 PHWs. Burnout was assessed using the MBI-HSS, and WeChat Moments usage was self-evaluated. Weighted data was used to report the prevalence of burnout nationwide, and in urban and rural areas. Multivariate logistic regression and subgroup analyses were employed to examine the correlation between burnout and WeChat Moments usage frequency, highlighting differences between urban and rural PHWs.

Results:

Compared to their rural counterparts, urban PHWs showed a higher prevalence of burnout (rural versus urban, 13.7% versus 17.6%, P=.004). To the whole, the frequency of social media use is negatively associated with the prevalence of burnout. With the inclusion of covariates, those who use WeChat Moments sometimes have a statistically significant protective effect compared to those never use in the fully adjusted model (OR,0.570; 95%CI, 0.348-0.933). The association between social media use and burnout is more statistically significant in urban settings than in rural.

Conclusions:

Urban and rural differences in burnout prevalence was observed among PHWs, with urban practitioners experiencing significantly higher prevalence. This study also finds that increased social media use was associated with a lower likelihood of experiencing burnout, but the association does not always exist. In terms of overall burnout, the relationship between social media use and burnout was statistically significant only in urban areas. Our findings underscore the urgent need for policymakers and healthcare institutions to prioritize interventions addressing burnout among PHWs, particularly in under-resourced and high-stress settings. Local governments could pilot platforms with moderation, allowing PHWs to showcase their work progress to the communities they serve, thereby strengthening trust and reducing emotional exhaustion. Our research also suggests that social media interventions may be particularly effective in urban settings. These findings offer actionable insights for other low - and middle-income countries (LMICs) navigating similar challenges. International bodies (e.g., WHO) should develop LMIC-specific digital health guidelines to help policymakers balance social media’s benefits and risks.