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1Miss Rutuja Jadhav, Department of Hospital Administration, Jawaharlal Nehru Medical College,Belagavi, Karnataka, India.
2Department of Hospital Administration, Jawaharlal Nehru Medical College, Belagavi, Karnataka, India
3Department of Hospital Administration, Jawaharlal Nehru Medical College, Belagavi, Karnataka, India
4Department of Hospital Administration, Jawaharlal Nehru Medical College, Belagavi, Karnataka, India
5Department of Hospital Administration, Jawaharlal Nehru Medical College, Belagavi, Karnataka, India
*Corresponding Author:
Miss Rutuja Jadhav, Department of Hospital Administration, Jawaharlal Nehru Medical College,Belagavi, Karnataka, India., Email: rutujajadhav221@gmail.com
Abstract
Background: Social media is increasingly used to access health care information, but its impact on patient knowledge, attitudes, and practices (KAP) remains underexplored, especially in low-resource settings.
Objectives: To assess the knowledge, attitudes, and practices of patients regarding the use of social media for health care-related information, and to examine associations with key sociodemographic factors.
Methods: A cross-sectional descriptive study was conducted among 200 patients attending a tertiary care hospital, urban health centre, and rural health centre in Belagavi, Karnataka, from September 2024 to February 2025. Data were collected using a pre-validated structured questionnaire covering KAP domains. Mean scores were used to classify responses, and statistical associations with socio-demographic variables were analyzed using Chi-square and Fisher’s exact tests in SPSS version 29.
Results: The majority of participants were aged 20-29 years (34.5%), male (56%), and residing in urban areas (52%). While 83.5% were aware that social media provides health information, only 15.5% frequently sought such information. Attitudinal trust in social media was limited, with just 7% frequently relying on it. Practices such as fact-checking (41% never did) and discussing health topics online (76.5% never) were low. Significant associations were found between KAP levels and education, residence, and number of platforms used (P <0.05).
Conclusion: Although awareness of health care information on social media is high, active engagement and trust remain limited. Education level, geographic residence, and digital exposure significantly influence KAP. Targeted health communication and digital literacy interventions are needed to enhance the effective and safe use of social media in health care.
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Introduction
The internet serves as a convenient platform for accessing educational materials and information. Social media, comprising web-based applications like blogs, microblogs (e.g., Twitter), content communities (e.g., YouTube), and social networking sites (e.g., Facebook, LinkedIn), has gained prominence as a medium for creating and exchanging information.1,2
Health care organizations have increasingly acknowledged the value of social media in facilitating connection, communication, and collaboration. These interactions can be categorized into various types: patient-patient, clinician-patient, public health-consumer, researcher-patient, and corporate-consumer. 1,2
Globally, approximately one-third (33%) of internet users have searched for health-related information online in the past year, indicating the growing significance of social media platforms as sources of medical and health-related information. Concerns arise regarding the impact of social media on health-related decision-making, given its increasing use for sharing health experiences and advice.3
Research shows that a rising number of patients are using social networking sites to share their health care experiences and seek medical opinions from unfamiliar physicians. According to a study by the Pew Research Center, 72% of internet users searched for health information online within the past year, and 62% engaged with social media platforms for health-related activities. The accessibility and real-time nature of information online contribute to this trend. Nevertheless, the accuracy of such information is not always assured, raising concerns about the reliability of health advice disseminated through social media.3-5
Social media in health care is viewed as shifting control to patients, with more individuals seeking health information online and engaging in discussions with care providers and other patients. According to a study published in the Journal of Medical Internet Research, over 40% of respondents reported using social media for health-related purposes, such as obtaining information, sharing experiences, and seeking support.4
However, the benefits of online medical consultations, such as access to reputable physicians and lower costs, depend on the quality of information shared and user's perceptions of the content. Research by the American Medical Association found that while 65% of physicians believe social media improves patient care, concerns remain regarding privacy, liability, and the accuracy of health information shared online.6
Although social media is widely used for health-related purposes, limited data exist on how individuals perceive, trust, and apply this information in their health care decisions. Specifically, there is a lack of evidence on the knowledge, attitudes, and practices of patients who rely on social media for health information. Understanding these aspects is crucial to inform public health strategies and guide responsible digital health communication. This study therefore aimed to assess the knowledge, attitudes, and practices related to the use of social media for health care among patients attending health care facilities in Belagavi, Karnataka.
Materials and Methods
This cross-sectional descriptive study was conducted over a period of six months, from September 2024 to February 2025, at three health care facilities in Belagavi, Karnataka - KLE’s Dr. Prabhakar Kore Hospital and Medical Research Centre (tertiary care hospital), the Urban Health Centre in Ashok Nagar, and the Primary Health Centre in Vantmuri. The sample size of 200 was calculated based on a 50% estimated prevalence of social media use for health information, with a 95% confidence interval and a 14% margin of error, as informed by a previous study by Sumayyia et al. Eligible participants included adults who provided informed consent and reported active use of social media platforms for health-related purposes. Patients who were unwilling to participate or did not use social media were excluded.1
Data collection tool
Data were collected using a pre-validated, structured questionnaire developed through a comprehensive literature review and expert consultation. The questionnaire included three sections:
• Knowledge about social media and its role in health care (10 items)
• Attitude towards the use of social media for health-related purposes (10 items)
• Practices related to seeking and using healthcare information via social media (10 items)
Scoring criteria
The responses of participants were scored and classified based on following mean scores:
• Knowledge: > 10 (good), <10 (poor)
• Attitude: > 14 (good), <14 (poor)
• Practice: > 6 (good), <6 (poor)
The questionnaire was pilot tested on five participants (excluded from the final sample) to assess clarity, consistency, and relevance. Based on feedback, necessary revisions were made to enhance its reliability and validity. Socio-demographic data were also collected, including age, gender, education, marital status, residence, and occupation.
Ethical approval for the study was obtained from the Institutional Ethics Committee of the medical college (Ref No. MDC/JNMCIEC/316, dated 29/05/2024). Written informed consent was obtained from all participants in the local language prior to participation.
Statistical analysis
Data were entered and analyzed using IBM SPSS Statistics version 29. Descriptive statistics (frequencies, means, percentages, and standard deviations) were used to summarize the data. Inferential analysis was performed using the Chi-square test and Fisher’s exact test to evaluate associations between KAP scores and socio-demographic variables.
Participant responses were scored, and mean scores were used as cutoff values. Scores below the mean were categorized as “poor’’ and those equal to or above the mean were considered “good’’ for knowledge, attitude, and practice levels.
Results
A total of 200 participants were included in the study. The majority (34.5%) belonged to the 20-29 year age group, with the mean age indicating that most participants were young adults. Male participants accounted for 56% of the sample. Most respondents were married (69%), and 32.5% had completed graduation or higher education. More than half (54.5%) were employed, with a nearly equal distribution between urban (52%) and rural (48%) residents. Regarding digital engagement, 42.5% reported using social media for more than 3 hours daily, and 59% used 4-5 platforms regularly (Table 1).
Overall, 83.5% of participants were aware that health- related information is available on social media. Wellness and lifestyle advice (31%) was the most commonly sought content, followed by general tips (21%). Awareness of official health accounts or channels was reported by 53.5%, while 77.5% were unaware of health-related podcasts. Only 15.5% recognized the WHO website, and a large proportion (90%) had no knowledge of ongoing online health care campaigns. Notably, 81.5% were aware that health care providers use social media to share information, but 70.5% were unaware that websites send health awareness notifications (Table 2).
More than half (55%) of participants reported occasionally seeking health care-related information on social media, whereas only 3.5% stated that they always relied on it. Nearly half (47.5%) indicated that social media had not improved communication with their health care providers. A significant 78.5% stated that social media had no influence on their choice of doctor or hospital. While 63.5% occasionally or frequently believed that social media enhanced their awareness, 70.5% had never interacted with health care professionals through these platforms. Only 5% consistently recommended social media as a reliable source of information (Table 3).
The vast majority (76.5%) of participants reported never discussing health topics online, and 89.5% had never shared personal health experiences. Most participants (82.5%) refrained from starting medications based on online advice. Alarmingly, 41% never fact-checked the health information they accessed. Self-treatment basedon social media was rare, with 78% reporting that they never engaged in such behaviour. Influencer-based health advice led to behavioural changes in only a small proportion of respondents, and 68% did not engage with health care advertisements. About 45.5% reported that they occasionally or frequently sought a second opinion after encountering health-related content online (Table 4).
Statistical analysis revealed that education level, residence, and the number of social media platforms used were significantly associated (P <0.05) with knowledge, attitude, and practice scores. Specifically, participants with higher education levels and those residing in urban areas demonstrated significantly better KAP. No significant associations were observed with gender, age group, or occupational status (Table 5).
Discussion
This study assessed the knowledge, attitudes, and practices (KAP) of patients regarding the use of social media for health care-related information. Conducted across tertiary, urban, and rural health settings in Belagavi, Karnataka, the study provides valuable insights into the digital health-seeking behaviours of patients, along with factors influencing their engagement.
The findings showed that younger adults, particularly those aged 20-29 years (34.5%), were the predominant users of social media for health information.This aligns with Pew Research Center data reporting higher engagement among younger demographics.While males (56%) slightly outnumbered females (44%), the gender distribution was relatively balanced. This finding concurs with the results of Hanson et al., which observed minor gender differences in health-related social media use.2,3
Married individuals comprised 69% of the study population, suggesting a potential influence of family structures on online health information sharing, as noted by Iftikhar and Abaalkhail. Educational background was a notable factor, with 32.5% of participants holding a graduate degree or higher. This supports previous findings that health literacy is crucial in navigating online information effectively.4,5
Both employed and unemployed groups were well represented, though employed individuals (54.5%) may engage differently due to time constraints, as observed by AlFraih et al. Additionally, urban and rural residents were nearly equally represented, reflecting broader digital accessibility. However, regional differences in digital health perceptions remain relevant, as highlighted in the work of Odiboh et al. A significant portion (42.5%) reported using social media for more than three hours daily, and 59% used four to five platforms, suggesting a high level of engagement, consistent with Thackeray et al., findings on active online health behaviours.7,8,9
A large majority (83.5%) of participants were aware of health-related information available on social media platforms, echoing the findings of Sumayyia et al. Most respondents sought wellness and lifestyle advice (31%), with fewer searching for information on medical conditions or treatments. These trends are similar to patterns reported by Iftikhar and Abaalkhail, where lifestyle content had greater influence than clinical data.1,4
Despite this awareness, knowledge gaps persist. Notably, 77.5% were unaware of health care podcasts, and 90% had no awareness of online health care campaigns indicating underutilization of available digital resources. This is in contrast to data from the Pew Research Center, which suggests broader availability of such content. Furthermore, while 81.5% were aware that health care providers use social media, over 70% were unaware of notifications related to health awareness days. These findings underscore the need to improve the visibility and accessibility of credible digital health content.3,6
Although 55% of participants occasionally sought health information via social media, trust in the accuracy of such information remained low-only 7% reported frequent reliance, and 25% reported no trust at all. These concerns mirror those noted by Moorhead et al., regarding credibility issues on social media platforms.5
Additionally, 47.5% of respondents reported that social media had not improved their communication with health care providers. This finding reinforces the American Medical Association’s call for better integration of digital platforms into doctor-patient communication. A large proportion (78.5%) stated that they had never used social media to make decisions about choosing doctors or hospitals, highlighting a continued preference for traditional methods of health care evaluation.4,6
Interestingly, while 63.5% occasionally or frequently believed that social media increases disease awareness, only a small percentage viewed it as a consistently helpful or trustworthy source. These mixed perceptions suggest the need for higher-quality, evidence-based content to increase credibility and impact.9
Despite high social media usage, engagement with health content remained largely passive. A significant proportion (76.5%) never discussed health topics online, and 89.5% never shared their own health care experiences-findings consistent with Sumayyia et al., who reported hesitancy due to privacy concerns and fear of misinformation. Similarly, 78% never evaluated providers online, and 82.5% avoided acting on unverified health advice, reflecting a positive tendency to prioritize professional consultation, as recommended by Moorhead et al.1,5
Alarmingly, 41% of participants never verified the accuracy of online health content. Given the widespread prevalence of misinformation, this finding indicates a pressing need for digital health literacy programs. Moreover, most participants did not follow health care influencers or change behaviour based on their content, and 68% ignored health advertisements. These patterns highlight a gap between exposure to digital health messaging and actionable engagement, as also noted by Thackeray et al.4,9
Statistical analysis showed that education level, residence, and the number of social media platforms used were significantly associated with knowledge, attitude, and practice levels (P <0.05). Participants with higher education were more likely to have accurate knowledge and healthier digital behaviours, reinforcing the importance of health literacy. Urban residents showed better KAP scores than rural counterparts, potentially reflecting improved digital access and exposure. Additionally, those using more than three platforms demonstrated higher engagement and awareness, suggesting that increased exposure may correlate with better digital health orientation. These findings support the need for tailored interventions that consider sociodemographic disparities to improve digital health outcomes.
Conclusion
In conclusion, although awareness of social media as a source of health care information is high, actual trust, interaction, and behaviour change remain limited. Improving the accuracy, accessibility, and credibility of online health information-particularly for rural and less-educated populations-is critical. Evidence-based content, health literacy campaigns, and improved provider-patient digital engagement could help bridge the gap between awareness and effective use.
Conflict of Interest
Nil
Supporting File
References
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