Motivating healthcare professionals to correct online health misinformation: The roles of subjective norm, third-person perception, and channel differences

Abstract

Health misinformation continues to proliferate on social media, and corrective actions have been deemed effective in countering online misinformation. Such corrections are especially effective when performed by healthcare professionals who are considered experts in the field. Informed by third-person effect and social norm theories, this study investigates the role of third-person perception and subjective norms in promoting healthcare professionals' intention to correct and report online health misinformation. This study also examines the effects of exposure to health misinformation across four platforms (i.e., Facebook, Twitter, Facebook Messenger, and WhatsApp) on third-person perception and subjective norms. The survey data collected from 377 medical doctors and nurses in the United States showed that subjective norms predicted all five corrective actions (i.e., public priming, private priming, public rebuttal, private rebuttal, and reporting). Interestingly, the third-person perception was found to reduce private rebuttal intention. Moreover, exposure to misinformation on Facebook triggered third-person perception and subjective norms, whereas Facebook Messenger and WhatsApp showed significant negative associations with third-person perception. These findings provide new insights into the application of third-person effect and social norm theories and suggest the need for tailored interventions to encourage health professionals’ participation in combating health misinformation on social media.