Older adults’ social media engagement in healthcare contexts

Principal Investigator: Dora (Yun) Wang, Marketing
Project Title: Improving older adults’ well-being and empowering healthcare services: The role of social media communication and engagement
Funder: Social Sciences and Humanities Research Council of Canada, Partnership Engage Grant
Partner: Mildred Ababio Consulting Inc.
Duration: 1 year

Canada’s population is quickly aging. With nearly 20% of Canadians now aged 65+, the country is experiencing increased demand for healthcare and support services. Older adults and their caregivers – many of whom are themselves older individuals – often face social isolation and mental health challenges, highlighting the need for accessible solutions to support their well-being.

This research project explores how social media can be used to engage older adults and enhance their health and quality of life. The research team, led by Dora Wang, will conduct a survey to gauge social media engagement, intention to use health services, and well-being among adults in Canada aged 50+. They will then analyze participant responses through the lens of self-determination theory in order to identify how older adults’ engagement with health services on social media is motivated by their intrinsic need for relatedness, competence, and autonomy, all of which can positively impact their mental health and well-being.

The research will most immediately help the partner organization, Mildred Ababio Consulting Inc., improve their social media presence and engage older adults and caregivers more effectively by identifying what content resonates with their audience and assessing the impact of social media engagement on offline service use. The partner’s clients are another beneficiary, as the findings will allow Mildred Ababio Consulting Inc. to improve the support it provides to seniors and their families. Lastly, the research will contribute to academic knowledge by creating new insights about older adults’ social media engagement in healthcare contexts.