Sexual health information-seeking behavior on a social media site: predictors of best answer selection

Purpose: The purpose of this paper is to identify sexual health information needs and the cognitive and affective factors correlated with the best answer chosen by social Q&A users. Design/methodology/approach: The study collected questions and answers regarding sexual health information on a social Q&A site, and analyzed the questions and a paired sample composed of best and non-best answers (n=480). Findings: The main information needs of consumers are human development, sexual behavior, and sexual health. Best answers are more likely to include both cognitive (higher level of readability, risky information, social norms) and affective factors (empathy, positive/negative feelings, and optimistic information) than non-best answers. Research limitations/implications: The study illuminates the roles of social Q&A as a unique platform to discuss sensitive health topics due to the fact that consumers use such social media sites as critical complementary health information sources. Practical implications: If health information providers develop information with the factors that the study suggests, not only will it be more adopted by consumers, but it will also ameliorate the quality concerns about online health information. Originality/value: Previous studies only investigated the most prevalent factors, rather than the most effective ones, which have a greater influence on best answer selection. This study compares the best answers and the non-best answers to overcome the limitations of the previous studies. Above all, the study applied the persuasion concepts to address the cognitive and affective perspectives to the answer evaluations of social Q&A.