Liu, Yitong (2025) A Study of Dissemination Mechanisms and Governance Management of Health-related Misinformation on Social Media in China. Doctoral thesis, University of Wales Trinity Saint David.
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Abstract
The rise of social media has transformed health information dissemination whilst accelerating the spread of health-related misinformation, posing significant threats to public health and social well-being. This study employs an exploratory sequential mixed methods approach to investigate the dissemination mechanisms of health information on social media and proposes governance strategies to mitigate the negative impact of misinformation. The study begins with a grounded theory analysis of 12 in-depth interviews and social media comments to identify key factors influencing health information adoption. Based on this, a theoretical framework with seven latent variables is constructed: information quality, information source, information channel, perceived usefulness, health information adoption, level of knowledge and cognitive involvement. Eleven hypotheses are proposed involving direct, mediating, and moderating effects. Subsequently, a questionnaire survey of 500 social media users is conducted. Through Structural Equation Modelling and path analysis, results show that information quality, information source, and information channel influence the health information adoption through perceived usefulness, with information quality showing partial mediation, and information source and information channel showing full mediation. Level of knowledge moderates the relationship between information quality and information channel with perceived usefulness, whilst cognitive involvement moderates the relationship between perceived usefulness and health information adoption. This study refines the health information adoption model, providing a theoretical perspective on the dissemination mechanisms of health information on social media. The findings offer practical guidance for governance strategies, such as enhancing information quality and credibility, improving users’ health literacy and critical thinking skills, optimising health information dissemination mechanisms, refining policies and regulations and strengthening multi-stakeholder collaboration. Whilst the study is limited to a specific cultural context, it contributes to digital health communication research, laying the foundation for future cross-cultural comparisons and long-term evaluation of governance strategies.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | social media, health information adoption, health misinformation, dissemination mechanisms, mixed methods |
| Subjects: | H Social Sciences > H Social Sciences (General) R Medicine > RA Public aspects of medicine |
| Divisions: | Theses and Dissertations > Doctoral Theses |
| Depositing User: | Yitong Liu |
| Date Deposited: | 21 Aug 2025 14:23 |
| Last Modified: | 21 Aug 2025 14:23 |
| URI: | https://repository.uwtsd.ac.uk/id/eprint/3882 |
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