Viral phenomena on social media: factors lead to healthcare information viral among social media users / Noorfatihah Hassan

In this next generation era, social media become main platform because it is now easier than ever for anyone to share information with many people at once, causing some content to be consumed by an enormous audience solely by being forwarded from one to another virally. Therefore, information viral become phenomenon where information is spreading rapidly through the social media. The main objectives of this research is (1) to determine the type of healthcare information mostly shared through social media. Then, (2) to identify the factors that lead to healthcare information viral on social media. (3) To investigate on the relationship between the healthcare information and the virality of information on social media. To achieve all three (3) objectives, method of quantitative is used to collect data from social media users. The questionnaire based on four (4) constructs which is demographic background, social media, environment, personal factor and healthcare information, interact with one (1) action which is information sharing that will evaluate the social media user behavior. This study focused on social media user behavior towards healthcare information sharing as a form of content and examined what makes people share them online through their social networks. Specifically, this study used the Theory of Planned Behavior (TPB) as the theoretical framework to examine factors that lead to healthcare information viral among social media users. The online survey is conducted with 254 respondents, who use social media to share healthcare information, answer whether they would share that information. Therefore, those action will lead to the factor of viral healthcare information among social media users. This study will provide a better understanding on the concept of healthcare information viral on social media. Thus, this report discusses the background and issues that related to the healthcare information viral on social media.