Cancer on Pinterest: A tool for behavioural change?

Abstract

Cancer is still a taboo subject for many people around the world. Nonetheless, when considering cancer on social media such as Pinterest, the reaction seems to be the opposite. Individuals tend to post more positive information about prevention, treatment, and potential cures. This study aimed at understanding how Pinterest is a source to disclose this kind of information and how it can influence behavioural change in relation to cancer. The hypothesis is that posts on food and cancer inspire individuals, so they usually follow some online advice. However, people seldom adapt behavioural changes as a new standard for their lives. The methodology involved the selection of posts during a period of 2 months (n = 507). Afterwards, all posts related to food (n = 201) were coded using Social Cognitive Theory. The study also applied a survey to understand users’ motivations and perceived usefulness. Results indicated that 63.48% of users followed pages that mentioned food and cancer to obtain more information. At the same time, 76.52% felt more motivated to have a healthier life. Considering the outcomes and based on SCT, we identified that a significant proportion of respondents followed other people’s behaviour by observing online postings.

Keywords

• cancer
• food
• behaviour
• social media
• pinterest