Persuasive strategies in online health misinformation: a systematic review

ABSTRACT

A proliferation of a variety of health misinformation is present online, particularly during times of public health crisis. To combat online health misinformation, numerous studies have been conducted to taxonomize health misinformation or examine debunking strategies for various types of health misinformation. However, one of the root causes – strategies in such misinformation that may persuade the readers – is rarely studied. This systematic review aimed to fill this gap. We searched Web of Science, Scopus, PsycINFO, and Communication and Mass Media Complete for studies published between 2011 and 2021 on 29 May 2021. Peer-reviewed studies that discussed persuasive strategies in online misinformation messages were included. Of 1,700 articles identified, 58 were eligible and 258 persuasive strategies were extracted. Following the affinity diagraming process, 225 persuasive strategies in online health misinformation were categorized into 12 thematic groups, including: fabricating narrative with details, using anecdotes and personal experience as evidence, distrusting government or pharmaceutical companies, politicizing health issues, highlighting uncertainty and risk, inappropriate use of scientific evidence, rhetorical tricks, biased reasoning to make a conclusion, emotional appeals, distinctive linguistic features, and establishing legitimacy. Possible antecedents for why and how these persuasive strategies in online health misinformation may influence individuals were discussed. The findings suggest that media literacy education is essential for the public to combat health misinformation.

KEYWORDS:

• Disinformation
• misinformation
• online health information
• persuasion
• systematic review

Disclosure statement

No potential conflict of interest was reported by the author(s). Wei Peng: Conceptualization, Methodology, Formal analysis, Writing – Original Draft, SupervisionSue Lim: Data Curation, Formal analysis, Writing – Review & EditingJingbo Meng: Formal analysis, Writing – Original Draf.

Additional information

Notes on contributors

Wei Peng

Wei Peng (PhD in Communication, University of Southern California, 2006) is a Professor in the Department of Media and Information, Michigan State University. Her research focuses on the psychological and social mechanisms of behavior change and their application in the design of interactive media for health and wellness promotion.

Sue Lim

Sue Lim is a doctoral student in the Department of Communication, Michigan State University. Sue's research interests include how people perceive and interact with artificial intelligence and robots, and how these technologies can be used to improve people's wellbeing. She uses multiple tools and approaches, including neuroimaging, machine learning, computational methods, and participatory design, in her work.

Jingbo Meng

Jingbo Meng is an Associate Professor in the Department of Communication, Michigan State University. Dr Meng's research interests focus on the effects of social networks on health communication, including health behavior change and health information dissemination. Her recent research integrates the use of AI technology in online social networks for social support and information seeking to promote physical and mental health.