A systematic review on social media utilization by health communicators in India: Insights from COVID-19 pandemic

Abstract

Social media has become a vital tool for facilitating health communications, particularly during emerging health crises such as the COVID-19 pandemic. This systematic literature review aims to synthesize evidence regarding the benefits and barriers associated with the utilization of social media by health communicators in India for disseminating health-related information. A comprehensive search of databases like CINAHL, Google Scholar, PubMed, and WHO Global Index Medicus databases yielded a total of 13 relevant studies. The narrative analysis revealed six key benefits attributed to the usage of social media by health communicators, including the widespread adoption of social media platforms for health communications, health communicators leveraging social media as an information source, fostering the development of protective behaviors, aiding prompt and transparent health communication, promoting participatory communication and empowerment, and employing social media as a tool for monitoring public sentiments and mental well-being. Conversely, challenges such as the proliferation of misinformation and communication inequalities were identified as significant barriers in social media health communications. While social media platforms hold immense potential in advancing crisis communication agendas, health communicators are advocated to adopt a multifaceted approach by prioritizing digital inclusivity, combating misinformation, and fostering synergetic collaborations between governmental bodies and community entities.