FACTORS INFLUENCING INFORMATION ADOPTION FROM SOCIAL MEDIA: THE CASE OF HEALTH INFORMATION IN SAUDI ARABIA.

Abstract

The current study aimed to further understand attitudes toward source credibility by studying it in the context of social media use as a health information source among social media users in Saudi Arabia. During COVID-19 outbreak, the social isolation that people experienced led to social media being widely used as a medium for disseminating health information, and this has now become increasingly prevalent. Specifically, this study set out to identify which factors influenced the positive adoption of health information from social media platforms during the COVID-19 pandemic. The study adopted a mixed methods design through using an online questionnaire, incorporating a novel vignette design, to gather quantitative data, and follow- up interviews for collecting qualitative data. The designed vignettes were a set of verified and unverified profiles on social media belonging to medical and non-medical experts. Based on collecting data from 397 participants to the questionnaire and 23 interviews, interesting findings were revealed. The study provides empirical support for the influence of source characteristics as heuristics to guide information adoption. Characteristics including sources’ knowledge, qualifications, verification mark and similarity between receiver and sender influence people’s attitudes towards source credibility. Furthermore, the findings confirmed that characteristics of information/content have a significant influence on participants' use of social media platforms as a health information sources. Timeliness, completeness, relevance and accuracy, are confirmed to influence people's attitudes toward adopting health information from social media platforms. It is believed that the current study is one of the few empirical studies to have examined the factors influencing the adoption of social media information by implementing a novel vignette design within a questionnaire. Hence, this study might make a methodological contribution with regard to using vignette design within quantitative methods. Furthermore, there also practical contributions can be made to policy makers with regard to employing social media to convey health and other types of information to the Saudi population..