With the explosion of information on the web, the internet has become the reserve for all kinds
of information connecting individuals to health content, expertise and support. Majority of
people are turning to social media and other internet platforms to seek for health information
and experiences. However, anyone can post health content on the web regardless of their
professional background or expertise, medical qualifications or intentions raising concerns
about the quality of information being churned out on health topics on social media.
In spite of that, the online health information seeker, whether knowledgeable or not, remains
the primary decision maker who determines the quality or otherwise of the information they
consume. The objective of this study, therefore, was to understand the thought processes of
Social Media Online Health Information Seekers (SMOHIS) regarding the criteria they use in
determining quality online health information and the trade-offs they make in the decisionmaking processes. Focus is given to differences in preferences across various demographic
The conjoint analysis method of the Random Utility theory was chosen as the framework for
the study. The results from the study suggests that Peer review, which refers to the number of
the number of likes, shares and comments a social media health information post has, was the
most preferred attribute, followed by Credibility which assures users of the source or
authorship of the information shared and its currency. The Interactivity attribute, which refers
to the responsiveness of the social media page sharing health information, was the second least
preferred and Content was the least preferred among the set of attributes. The results from the
study provides a proposed framework that Social Media Online Health Information seekers in
Ghana should consider before consuming health information. Additionally, the results of the
research draws the attention of policy makers to the fact that sourcing OHI on social media and
the web has come to stay in Ghana and therefore, various measures should be put in place to
regulate the quality of social media health information.
Eastern Network, L (2021). Online Health Information: A Preference Model Analysis Among Social Media Users In Ghana. Afribary.com: Retrieved April 11, 2021, from https://afribary.com/works/online-health-information-a-preference-model-analysis-among-social-media-users-in-ghana
Library, Eastern Network. "Online Health Information: A Preference Model Analysis Among Social Media Users In Ghana" Afribary.com. Afribary.com, 06 Apr. 2021, https://afribary.com/works/online-health-information-a-preference-model-analysis-among-social-media-users-in-ghana . Accessed 11 Apr. 2021.
Library, Eastern Network. "Online Health Information: A Preference Model Analysis Among Social Media Users In Ghana". Afribary.com, Afribary.com, 06 Apr. 2021. Web. 11 Apr. 2021. < https://afribary.com/works/online-health-information-a-preference-model-analysis-among-social-media-users-in-ghana >.
Library, Eastern Network. "Online Health Information: A Preference Model Analysis Among Social Media Users In Ghana" Afribary.com (2021). Accessed April 11, 2021. https://afribary.com/works/online-health-information-a-preference-model-analysis-among-social-media-users-in-ghana