Importance and Contribution
Internet penetration rates continue to grow. As of this year, Internet penetration for the United States stands at 87% of the population, while in Ireland the rate has risen to 82% (WorldBank , 2016). In addition to growing Internet penetration rates, the variety of purposes for which citizens use the Internet is increasing. This is particularly evident in the area of health. For example, a growing number of Internet users utilise the Internet as a source of health information. This growing trend is evidenced by recent (2011) Pew Research Centre findings that reveal 80% of all Internet users have searched for health information online. Interestingly, that figure encompasses a broad age demographic ranging from 59% of all adult Internet users to 94% of teenagers. The results also reflect a broadening of technical access platforms, with 78% of such searches being performed on wireless, mobile devices (Pew Research Centre 2010; 2012; 2013; 2014).
The growth in citizens seeking health information online has coincided with the emergence of social media health platforms and applications, with some 250,000 available in the iPhone store alone. Health agencies and organisations are cognisant of the opportunities that social media offer and have responded accordingly. For example, Mayo Clinic has established a Social Media Network (MCSMN), which connects 6,584 health-related organizations that actively use social networking sites (Mayo Clinic, 2016). Such information systems offer a novel opportunity to improve public health through diffusion of health information. However, whilst such initiatives are welcome and have potential to empower health consumers through increased diffusion of targeted health information, the success of social media health platforms is dependent on their acceptance and adoption.
Moreover, there is an even greater lack of understanding as to what factors can generate trust in such platforms, despite the fact that trust is an essential component of traditional healthcare delivery and results in increased engagement and participation in health forums. Understanding the factors that influence citizens’ trust in social media health platforms is therefore critical to their adoption. Research in health information systems has identified a staged model of trust in which visual design, information credibility and personalisation play an influential role in citizens’ decisions regarding trust in health websites (Sillence et al., 2005; Sillence et al., 2004; Vega et al., 2010). While the extent of this research is limited, it does uncover an important role for trust in a citizen’s decision-making process.
Implications
This study provides valuable insights into the drivers of trust in the context of citizen adoption of social media health platforms. It provides an understanding of the role of trust in citizen adoption of social media health platforms, by integrating trust and health technology adoption literature to develop a framework for investigating the role of trust in citizen adoption of social media health platforms. That framework will be empirically tested. The insights gained from this study can be harnessed by both health organisations such as Mayo Clinic, and social media technology vendors to ensure their offerings are designed in ways that generate patient trust, thus ensuring increased adoption, more informed citizens and improved health outcomes.
Paper type
Conference paper
References
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