I Sought It, I Reddit: Examining Health Information Engagement Behaviors among Reddit Users

Abstract

Given the wide use of social media, these platforms have become important channels for understanding health-related information engagement processes. Reddit is a social media platform dedicated to user-generated content and discourse around the world. However, little research exists regarding use of the platform. Guided by the diffusion of innovation theory, the purpose of this study was to analyze Reddit users’ behaviors on the platform related to perceptions of information credibility, health information seeking, and behavioral enactment of information found. Data were collected via survey from Reddit users around the world (n = 389). Data suggest that although Reddit use and perceived information credibility are unrelated to acting on the information found on Reddit, users who are specifically seeking health-related information are more likely to enact the information in their lives. Implications from the findings suggest important considerations for communication scholars, media advocates, and health promotion practitioners.