The Impact of Healthcare Information About Endometriosis on Social Media on Women's Medical Decision Making

Abstract

Background: Women are increasingly using social media to learn about and manage endometriosis, a chronic condition that remains under-recognised due to diagnostic challenges and its varied symptom profile. As online content often lacks credibility and scientific evidence, this study aimed to explore how endometriosis-related health information on social media impacts womens' treatment-seeking behaviour.   Method: A total of 1473 Australian women aged 18-45 years were randomised to one of four Instagram posts in a 2x2x(2) design where content (personal anecdote vs evidence-based information) and source credibility (high-credibility World Health Organisation (WHO) account vs low-credibility layperson account) were varied. A within-subjects component investigated change in intention when informed that new guidelines only recommended laparoscopy if pain medication is ineffective.   Results: Instagram posts featuring an anecdote produced higher intentions (MD = 0.22, F (1,1469) = 5.99, p = .015) and more favourable attitudes (MD = 0.13, F (1,1469) = 4.68, p = .031) towards laparoscopy compared to posts containing evidence-based information. While the WHO account was perceived as more credible (MD = 0.29, F (1,1469) = 23, p = <.001) there were no differences in intentions, perceived norms, or self-efficacy towards laparoscopy compared to the layperson account. Providing information about the laparoscopy guidelines reduced intention, irrespective of condition (MD = 0.29, F (1,1469) = 50.44, p < .001)   Conclusions: Findings reinforce the power of anecdotes and highlight the complexity of source credibility in shaping treatment preferences. The need to promote digital literacy and integrate experiential knowledge into health communication is demonstrated.