Followers’ Interpretation and Selective Engagement with Nutritional Medicine Content on Social Media: A Qualitative Case Study in Malaysia

Abstract

With social media becoming an increasingly important platform for disseminating health information, digital communication has transformed how individuals’ access, interpret, and engage with health-related content. Previous studies have examined online health and nutrition information, user engagement, and content quality. However, less attention has been given to how followers assess the credibility, usefulness, and personal relevance of nutritional medicine messages shared by healthcare practitioners. This study explores followers’ interpretations of and selective engagement with such content on social media. This study employed a qualitative case study approach involving nine followers in Malaysia who had engaged with nutritional medicine content on social media. Data were collected through in-depth semi-structured interviews, supported by document review and observational field notes, and were analysed using thematic analysis. The findings reveal that followers’ engagement was shaped by how healthcare practitioners presented nutritional medicine content through infographics, short educational videos, live sessions, testimonials, before-and-after stories, and research-based explanations. The findings further show that followers were not passive receivers of health information. Instead, they engaged actively and selectively by assessing the credibility, informational value, clarity, and personal relevance of the content before trusting or applying it. Engagement also occurred through both visible and less visible practices, including liking, sharing, silent viewing, private sharing, reflective evaluation, information verification, and personal application of health advice.