Identifying and Ranking Critical Factors for using Social Media as Health Information Source: An Analytic Hierarchy Process Approach Tomar Shagun1, Gupta Manisha2, Sood Vansh3,* 1Research Scholar, Department of Marketing, Sharda University, Greater Noida, Uttar Pradesh, India, (E-mail: shaguntomar22@gmail.com) 2Associate Professor, Department of Management, Sharda University, Greater Noida, Uttar Pradesh, India, (E-mail: guptaamanisha@gmail.com) 3Financial Executive Assistant, Department of Wealth Management, IG Wealth Management, Ontario, Canada, (E-mail: vanshsood2202@gmail.com) *Corresponding author E-mail: vanshsood2202@gmail.com
Online Published on 02 February, 2024. Abstract This study explores factors influencing health-related social media use using the Analytic Hierarchy Process (AHP), with the goal of determining and ranking these factors by influence. The concepts of Uses and Gratification (U&G), Social Influence (SI), and Brand Credibility were investigated. The U&G paradigm, which is dominant, highlights the significance consumers place on platforms that provide knowledge and happiness. SI emphasized peer perspectives, whereas BC emphasized brand trustworthiness and expertise. Further research indicates that the “Identification” sub-factor of the Social Identity (SI) theory and the “Information Seeking” sub-factor of the Uses and Gratifications (U&G) theory are relevant. “Trustworthiness” and “Expertise” were used to build the brand’s credibility. In conclusion, this study reveals complex factors that influence people’s reliance on social media for health information, providing healthcare practitioners with useful insights for optimizing their online interactions. Top Keywords Social Media, Health Information, Analytic Hierarchy Process, Multi-Criteria Decision Making, Brand Credibility, Social Influence, Uses and Gratification. Top |