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La búsqueda de información de salud a través de las redes sociales: un estudio de estudiantes universitarios

Viviana C Zambrano Rodriguez¹, Saraswathi Bellur², John L Christensen²

¹School of Journalism and Mass Communications, College of Information and Communications, University of South Carolina, Columbia, South Carolina, USA.

Journal of American college health : J of ACH

|September 3, 2025

Resumen

Las características de las redes sociales influyen en cómo los estudiantes universitarios buscan y confían en la información de salud en línea. Comprender estos costes es clave para mejorar las estrategias de comunicación en materia de salud.

Área de la Ciencia:

Comunicación sobre la salud
Estudios de las redes sociales
Ciencias de la información

Sus antecedentes:

Las plataformas de redes sociales se utilizan cada vez más para comportamientos de búsqueda de información de salud (HISB).
El modelo MAIN proporciona un marco para comprender las motivaciones y comportamientos de los usuarios en las redes sociales.
La investigación limitada ha explorado el impacto específico de las posibilidades de los medios sociales en la percepción de HISB y la credibilidad.

Objetivo del estudio:

Investigar cómo las prestaciones de los medios sociales (modalidad, agencia, interactividad, navegabilidad) influyen en el HISB.
Examinar el efecto de estas prestaciones en la credibilidad percibida de la información sanitaria.
Probar la aplicabilidad del modelo MAIN en el contexto de las redes sociales HISB.

Principales métodos:

Se realizó una encuesta a 432 estudiantes universitarios del noreste de los Estados Unidos.
Los participantes informaron sus experiencias con Facebook, Instagram y YouTube.
El modelado de ecuaciones estructurales analizó las relaciones entre las posibilidades de la plataforma, la credibilidad y el HISB (activo y pasivo).

Principales resultados:

Los medios sociales tienen un impacto significativo tanto en la búsqueda activa como en la pasiva de información de salud.
Los hallazgos apoyan parcialmente el modelo MAIN, lo que demuestra la influencia de la modalidad, la agencia, la interactividad y la navegabilidad.
Las tarifas afectan a la forma en que los usuarios evalúan la credibilidad de la información de salud que encuentran en las redes sociales.

Conclusiones:

Las gratificaciones basadas en la asequibilidad juegan un papel crucial en la forma en que los estudiantes universitarios se involucran con la información de salud en las redes sociales.
Comprender estos factores es vital para desarrollar estrategias de comunicación de salud efectivas adaptadas a los entornos de las redes sociales.
El estudio ofrece contribuciones teóricas al modelo MAIN y conocimientos prácticos para los comunicadores de salud.

Palabras clave:

Juicio de credibilidad Modelo MAIN Sus efectos gratificaciones plataformas de las redes sociales

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