Health Information Sharing Pattern on Social Media and User Engagement: A Content Analysis on Facebook Public Posts in Bangladesh

Abstract

In this age of social media, people are using various platforms for seeking and sharing information. This study aims at exploring the patterns of sharing health information on the widely used social media platform Facebook and the users' engagement with the information. For this purpose, the researchers used mixed-method content analysis. We analyzed 485 Facebook posts about 14 types of issues across nine categories. The study results showed that the highest number (27.84%) of posts were related to health awareness, and the lowest were personal opinions. This paper offers a basis for comprehending the processes of sharing health information and how it could affect user involvements. To clarify the structures that guide user interactions with health content on social media, the study also integrates components from communication and information-sharing concepts. The study thus offers empirical insights into the kinds of health information provided, the most popular health topics, and user engagement patterns through a thorough content analysis of public Facebook postings in Bangladesh. The analysis provides sophisticated knowledge of the issues impacting engagement, including language, kind of material, and multimedia use, by measuring the interactions of users. Scholars can understand from this study how users interact with health-related content in the digital era. The result of this study can be used by academics exploring public health, media studies, and health communication to improve theories and create focused interventions for health communication. Additionally, this research can provide useful information for health practitioners to improve their online communication tactics.