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Framework for efficient utilisation of social media in Pakistan's healthcare sector

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  • Nisar, Sobia
  • Shafiq, Muhammad

Abstract

Lack of access to basic healthcare information is a major cause of mortalities around the globe. Social media platforms have been playing a significant role in information dissemination, especially in developing countries where resources are meagre. The principal aim of this study was to develop a framework to ensure efficient utilisation of social media in the healthcare sector, considering available channels, usage preferences, privacy, reliability, barriers, and various cultural and behavioural aspects. A survey conducted with 254 participants depicts that Facebook (55.10%), YouTube (46.90%), Wikipedia (38.60%), and Google Plus (30.30%) constitute the channels that are primarily used to increase healthcare awareness. However, lack of privacy and propagation of misinformation served as the barriers inhibiting the usage of such social media platforms. The outcomes of this study provide useful insights for the government, policymakers, entrepreneurs, and health-related organisations.

Suggested Citation

  • Nisar, Sobia & Shafiq, Muhammad, 2019. "Framework for efficient utilisation of social media in Pakistan's healthcare sector," Technology in Society, Elsevier, vol. 56(C), pages 31-43.
    • Handle: RePEc:eee:teinso:v:56:y:2019:i:c:p:31-43
    DOI: 10.1016/j.techsoc.2018.09.003
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    References listed on IDEAS

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    1. King, Dominic & Ramirez-Cano, Daniel & Greaves, Felix & Vlaev, Ivo & Beales, Steve & Darzi, Ara, 2013. "Twitter and the health reforms in the English National Health Service," Health Policy, Elsevier, vol. 110(2), pages 291-297.
    2. Cynthia Chew & Gunther Eysenbach, 2010. "Pandemics in the Age of Twitter: Content Analysis of Tweets during the 2009 H1N1 Outbreak," PLOS ONE, Public Library of Science, vol. 5(11), pages 1-13, November.
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    Cited by:

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    2. Buhmann, Alexander & Maltseva, Kateryna & Fieseler, Christian & Fleck, Matthes, 2021. "Muzzling social media: The adverse effects of moderating stakeholder conversations online," Technology in Society, Elsevier, vol. 64(C).
    3. Hattingh, Marie & Dhir, Amandeep & Ractham, Peter & Ferraris, Alberto & Yahiaoui, Dorra, 2022. "Factors mediating social media-induced fear of missing out (FoMO) and social media fatigue: A comparative study among Instagram and Snapchat users," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    4. Qalati, Sikander Ali & Yuan, Li Wen & Khan, Muhammad Aamir Shafique & Anwar, Farooq, 2021. "A mediated model on the adoption of social media and SMEs’ performance in developing countries," Technology in Society, Elsevier, vol. 64(C).
    5. Kaya, Tugberk, 2020. "The changes in the effects of social media use of Cypriots due to COVID-19 pandemic," Technology in Society, Elsevier, vol. 63(C).
    6. Shah, Zakir & Chu, Jianxun & Feng, Bo & Qaisar, Sara & Ghani, Usman & Hassan, Zameer, 2019. "If you care, I care: Perceived social support and public engagement via SNSs during crises," Technology in Society, Elsevier, vol. 59(C).

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