Social Media and Health Information Seeking Behavior regarding Breast Cancer: Application & Extension of the Comprehensive Model of Information Seeking in Pakistan

Abstract

The current study used the comprehensive model of information seeking (CMIS)to measure the breast cancer related information seeking behavior of women. Researchers extended the model in Pakistan’s settings by adding social stigma as a significant factor for information seeking from social media regarding breast cancer.It was hypothesized that there is likely to be an association between social stigma and utility of information channel regarding breast cancer. Moreover, it was also assumed that utility of information channelserves as mediator in the relationship between demographics, social stigma, direct experience, salience, beliefs, and information-carrier characteristics in breast cancer related information seeking behavior. The sample was comprised of 600women from the Capital territory of Islamabad and surrounding areas. A survey was conducted through convenient sampling technique. Data collection measures were comprised of an indigenous demographic sheet, CMIS (Direct Experience, Salience, Beliefs, Utility of information channel and Information-Carrier Characteristics) Cancer and Stigma Scale (CASS) and information seeking behavior (ISB). SPSS-25 was used to carry out the analyses. Moreover, Pearson Product-Moment Correlation test, Simple Linear regression and Multiple Linear Regression were performed. A significant relationship was found between the social stigma and information seeking behavior regarding breast cancer. Therefore, the study carried out significant findings.