ABSTRACT Although alternative health (AH) digital media plays a substantial role in disseminating misinformation and contributing to misconceptions about health-related topics, the intermediary mechanisms and boundary conditions of this relationship need further investigation. In this study, we focus on two key constructs that are related to beliefs and attitudes about the healthcare system, (1) belief in medical folk wisdom (MFW) and (2) trust in health institutions, to find out how they mediate and condition the relation between AH digital media exposure and belief in vaccine misinformation. Evidence from a cross-sectional survey with N = 1,150 participants showed that (1) there was a positive association between AH digital media exposure and vaccine misinformation belief, and (2) MFW partially mediated this association. Moreover, trust in health institutions conditioned this relationship: higher trust weakened the direct path from AH media to vaccine misinformation belief but strengthened the mediated path. Additionally, the moderating role of trust in health institutions depended on the type of institutions. In sum, we document the mediating role of MFW as a facilitating factor in AH media on misinformation belief, and demonstrate the complex moderating role of trust in health institutions, serving as a simultaneously facilitating and counteracting factor.
Read full abstract