Health information seeking on social media: the diversification approach

• DOI: https://doi.org/10.1108/EDI-12-2021-0309
• Published date: 01 November 2022
• Date: 01 November 2022
• Pages: 364-381
• Subject Matter: HR & organizational behaviour,Employment law,Diversity,equality,inclusion
• Author: Dennis Rosenberg,Rita Mano,Gustavo S. Mesch

Health information

seeking on social media:

the diversification approach

Dennis Rosenberg and Rita Mano

Department of Human Services, University of Haifa, Haifa, Israel, and

Gustavo S. Mesch

Department of Sociology, University of Haifa, Haifa, Israel

Abstract

Purpose –Internet studies have rarely addressed gender and/or ethnic differences in health information

seeking on social media. Moreover, the role of locality size in explanation of this phenomenon has been

overlooked. This study proposed a diversification approach to address these issues. According to it, belonging

to numerous disadvantaged groups increases the probability of health-related Internet/social media use.

Design/methodology/approach –The data were collected via telephone survey. The sample consisted of

798 Israeli Internet users who reported using social media for any purpose, gender, ethnic affiliation and

locality of residence. The data were analysed using a logistic regression technique.

Findings –Arab female social media users, who resided in small localities, were more likely than the other

studied social groups to seek both non-medical and medical information on social media. Furthermore, Arab

female social media users were found having the highest likelihood among all studied social groups to seek

information regarding physical activity and medications on social media.

Practical implications –The findings largely supported the diversification approach and signal a major

need for a greater supply of public health information for members of minority groups, especially those

residing in small localities.

Originality/value –The study investigates triple social disadvantage in health-related social media use.

Keywords Gender, Ethnic origin, Health information, Locality size, Social media

Paper type Research paper

Introduction

Online health information seeking has unquestionably become an integral part of the lives of

individuals around the world. According to surveys, about 72% of people in the USA (Chen

and Lee, 2014) and 75% worldwide (Diviani et al., 2017) look for health information online. In

view of the role of the Internet as a key source of health information (Ahadzadeh et al., 2015),

online health information seeking has been extensively studied (Baumann et al., 2017;

Bjarnadottir et al., 2016;Finney Rutten et al., 2019;Mesch et al., 2012).

Social media use has become an integral part of people’s everyday reality (Zhou and Bai,

2015). Not surprisingly, social media websites have become another venue for health

information seeking and sharing (Chen and Lee, 2014), thus attracting the attention of the

academic research community. For the most part, studies on health information disseminated

or shared on social media websites discussed or investigated the quality, reliability and

accuracy of information (Chen and Lee, 2014;Venkatesan et al., 2013), as well as patterns of

health communication on these websites (Newman et al., 2011;Zhang et al., 2013) and

determinants of health information sharing (Huo et al., 2019). Less attention has been directed

at understanding the determinants of health information seeking on social media. This is

somewhat surprising given scholars’great belief in the potential of social media to empower

EDI

42,3

364

The article is the part of the project which has been supported by Israel Science Foundation (grant

number 376/14).

The current issue and full text archive of this journal is available on Emerald Insight at:

https://www.emerald.com/insight/2040-7149.htm

Received 2 December 2021

Revised 7 August 2022

Accepted 6 October 2022

Equality, Diversity and Inclusion:

An International Journal

Vol. 42 No. 3, 2023

pp. 364-381

© Emerald Publishing Limited

2040-7149

DOI 10.1108/EDI-12-2021-0309

patients to search for health information (Lin et al., 2016) and that health information seeking

is a salient behaviour among individuals who cope with disease(s) and uncertainties

regarding own health (Li et al., 2018).

The academic literature has already established the following socio-demographic

determinants of the increased online health information seeking: female gender,

predominantly White race (in case of the US Internet users), younger age, higher level of

education, presence of children, presence of chronic health condition and place of residence

(Jackson et al., 2016;Thackeray et al., 2013). It was also found that ethnic minorities tend to

engage in online health information seeking more than majority population groups (Mesch

et al., 2012;Neumark et al., 2013). To date, however, no study has sought to understand the

interplay between gender, ethnicity and locality size in terms ofhealth information seeking on

social media. This study is intended to fill this gap. The notion of locality is important since

the research constantly finds differences between users who reside in various localities of

different types or sizes regarding health-related Internet/social media use (Hale et al., 2010;

Rosenberg et al., 2021).

The study used diversification approach in explaining the studied phenomenon.

According to it, members of disadvantaged groups in the given society tend to use

technology in order to compensate for their social disadvantage and reduce the inequality

between them and members of advantaged social groups (Mesch et al., 2012). In the context

of the current study, it is argued that members of ethnic minorities engage in online health

information seeking more than members of the majority group in compensation for their

restricted access and ability to obtain this information (Mesch, 2012). This approach runs

counter to what is known as “double jeopardy”. According to it, having two disadvantaged

characteristics leads to an increased disadvantage in a given sphere (Huxhold et al., 2020;

Yoon et al.,2020). In the context of the current study, triple jeopardy may be discussed.

Arab women residing in small localities are assumed to be triply socially disadvantaged

(because of residence in small remote locality, being a woman and belonging to

disadvantaged ethnic minority). However, diversification perspective assumes agency,

therefore addressing social disadvantage as a motivator for trying to overcome the

disadvantage rather than as a restrictor which would perpetuate and preserve the

disadvantage. Thus, Arab women residing in small localities are expected to take an

advantage in terms of likelihood of engaging in health information seeking on

social media.

The study will provide the response to the following research questions:

RQ1. Are Arab women residing in small localities more likely than members of other

social groups in Israel to search for general types of health information on

social media?

RQ2. Are Arab women residing in small localities more likely than members of other

social groups in Israel to search for specific health information topics on

social media?

Literature review

Online health information seeking

Online health information seeking is typically described as a purposeful behaviour, in which

the goal is to find information regarding health (Zimmerman and Shaw, 2020). This

information typically includes particular diseases, treatments, medication, physical activity,

dieting and healthcare workers (Bagaric and Jokic-Begic, 2019). Engagement in online health

information seeking is active as it comes as an expression of health empowerment, meaning

taking responsibility over own health (Lemire et al., 2008). Active involvement in own

Health

information

social media

diversification

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