A tool to measure the influence of social media on health behaviors: an exploratory study

Social media is deeply embedded in our daily lives, particularly among younger generations. In the field of health, these platforms are both promising tools for prevention and channels for misinformation. This study aimed to develop and validate an exploratory measurement tool to quantify the influence of social media on health-related behaviors across three dimensions: social, economic, physical.

Cross-sectional survey using a self-administered 15-item questionnaire.

Items of the questionnaire were developed from literature and refined through expert consensus to cover social, economic, and physical dimensions of influence. Participants were voluntarily recruited in hospital waiting rooms in France; a subset completed the tool twice for reliability (test/retest). Analyses included Pearson correlations, Cronbach's alpha, Intraclass Correlation Coefficients, and Multiple Correspondence Analysis to identify user profiles.

Data were collected from 110 participants aged 18 to 81. The instrument demonstrated excellent internal consistency (Cronbach's alpha = 0.9), strong test-retest reliability (ICC = 0.93), and high score fidelity (Pearson r = 0.87). MCA revealed three user clusters: non-influenced older adults using Facebook, moderately influenced youth using Snapchat, and highly influenced young adults under 35 using Instagram and TikTok. Women and younger participants were more influenced economically and physically.

This study highlights the growing influence of social media on health behaviors and introduces a reliable exploratory instrument to identify the most receptive populations. The tool can support targeted public health strategies and ethical engagement on digital platforms, especially for younger audiences frequently exposed to health-related content.