Search engines, news wires and digital epidemiology: Presumptions and facts

Digital epidemiology tries to identify diseases dynamics and spread behaviors using digital traces collected via search engines logs and social media posts. However, the impacts of news on information-seeking behaviors have been remained unknown.

Data employed in this research provided from two sources, (1) Parsijoo search engine query logs of 48 months, and (2) a set of documents of 28 months of Parsijoo's news service. Two classes of topics, i.e. macro-topics and micro-topics were selected to be tracked in query logs and news. Keywords of the macro-topics were automatically generated using web provided resources and exceeded 10k. Keyword set of micro-topics were limited to a numerable list including terms related to diseases and health-related activities. The tests are established in the form of three studies. Study A includes temporal analyses of 7 macro-topics in query logs. Study B considers analyzing seasonality of searching patterns of 9 micro-topics, and Study C assesses the impact of news media coverage on users' health-related information-seeking behaviors.

Study A showed that the hourly distribution of various macro-topics followed the changes in social activity level. Conversely, the interestingness of macro-topics did not follow the regulation of topic distributions. Among macro-topics, "Pharmacotherapy" has highest interestingness level and wider time-window of popularity. In Study B, seasonality of a limited number of diseases and health-related activities were analyzed. Trends of infectious diseases, such as flu, mumps and chicken pox were seasonal. Due to seasonality of most of diseases covered in national vaccination plans, the trend belonging to "Immunization and Vaccination" was seasonal, as well. Cancer awareness events caused peaks in search trends of "Cancer" and "Screening" micro-topics in specific days of each year that mimic repeated patterns which may mistakenly be identified as seasonality. In study C, we assessed the co-integration and correlation between news and query trends. Our results demonstrated that micro-topics sparsely covered in news media had lowest level of impressiveness and, subsequently, the lowest impact on users' intents.

Our results can reveal public reaction to social events, diseases and prevention procedures. Furthermore, we found that news trends are co-integrated with search queries and are able to reveal health-related events; however, they cannot be used interchangeably. It is recommended that the user-generated contents and news documents are analyzed mutually and interactively.