Understanding mental health content on social media: A mixed methods study exploring perceptions, motivations, and impacts on mood.

Saunders, Katie Rose (2025) Understanding mental health content on social media: A mixed methods study exploring perceptions, motivations, and impacts on mood. Doctoral thesis, Birmingham City University.

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Abstract

Background. Evidence suggests that mental health and ADHD related content is being shared regularly on social media; leading to positive outcomes for some, such as an increased sense of community, feelings of support and decreases in depressive symptoms. However, there are also indications of negative affect; with some exposure to mental health and ADHD related content resulting in increases in anxiety, or depressive mood. Others report that content was overwhelming or could cause anxiety and anger for those exposed. Further, some mental health content (particularly ADHD content) has also been noted to increase in online self-diagnosis after exposure. There are also concerns for the authenticity of those that post mental health and ADHD content (e.g. Mental health influencers) due to financial rewards for virality, or popularity online.

Rationale. Until 2022-2023 there was no existing literature that investigated any negative associations with viewing mental health (or ADHD) content online, with all previous research only exploring the positive associations such as spreading awareness and decreasing stigma. There was also limited research that explored perceptions of mental health influencers and public and user perception of financial incentives for mental health content posted online. Additionally, there were only a handful of naturalistic studies that incorporated the use of the TikTok API (the application software for TikTok, including all posts, comments and informatics), with limited investigations into interactions with mental health content, particularly when it comes to exploring perceptions of and motivations for self-diagnosis.

Overall aim. The thesis aimed to explore mental health and ADHD content that can be seen on social media, with a particular focus on content that related to symptoms of mental health disorders and ADHD. As a part of these explorations, the thesis also aimed to further understand concepts that are connected to this content type such as motivations for and perceptions of online self-diagnosis, and mental health influencers, including the ethics surrounding financial incentives for sharing mental health and ADHD content.

Methods. Mixed methods with three studies: Study one: Quantitative study investigating fluctuations in positive and negative mood, pre and post content exposure (PANAS). Participants were randomised into three groups: Symptom, wellbeing, and image only, current mental health status was also explored as a contributor. Study 2: Qualitative semi-structured interviews with 15 people: exploring perceptions of different content types and of self-diagnosis; using content to self-diagnose; ‘mental health’ social media influencers; financial reward for virality, and motivations for posting mental health content. Study 3: Quantitative data analysis and an inductive thematic analysis was conducted for TikTok user data and comment sections using #Mentalhealth, #Depression, #Anixety, #Selfdiagnosis, and
#ADHD via TikTok researcher API. This was to explore how people interact with mental health content online, including perceptions of, and motivations for self-diagnosis.

Findings. Study one: Mixed-ANOVAs revealed no significant differences for the main effects for mood between the three content conditions, and mental distress for both positive and negative affect. However, a Chi Squared analysis highlighted significant associations for the symptom-based group (negative) and wellbeing group (positive). Study 2: A deductive Thematic Analysis generated 4 themes: (1) Mixed perceptions of symptom-based content on social media; (2) conflicting views on self-diagnosis, from encouraging misdiagnosis to pathways for clinical diagnosis, (3) questioning influencer authenticity and motivations for sharing mental health content and (4) the positive influence of wellbeing content. These findings suggest that mental health overall was a positive, but symptom-based content should be approached with caution as it may cause relatability and lead to self-diagnosis. Mental health content was also not deemed appropriate for those in a mental health crisis. Study 3: Quantitative data reports high frequency of engagement on mental health related hashtags across the three time points. The Inductive Thematic Analysis generated 6 themes: (1) showing support and empathy towards posters; (2) relatability of content, personal declarations, and experience coherence; (3) indirect and direct cries for help; (4) affirming those that self-diagnose; (5) motivations for avoiding formal diagnosis; (6) negative perceptions of online self-diagnosis. Findings suggest that people engage with mental health and ADHD content in a positive manner through words of kindness and affirmation. People relate to the ADHD content and use the comment sections to report their relatability. Self-diagnosis was seen as being both negative and positive. Motivations for self-diagnosis were also discussed such as access to services, distrust of mental health professionals, and perceived stigma.

Implications and conclusion. Findings generate new knowledge and support education for social media information sourcing. Social media companies could look to implement disclaimers for sensitive topics, symptom discussion and financial incentives. Findings overall detail that mental health and ADHD content as a whole has its place online, but users should apply caution when symptoms, financial inventive and content creators are involved. Self- diagnosis is known to occur, and people report a range of motivations as to why they chose to do this. However, some of these motivations may be for financial reward, attention or online popularity.

Item Type:	Thesis (Doctoral)
Dates:	Date Event 27 May 2025 Accepted
Uncontrolled Keywords:	Social media, Cyberpsychology, mental health, ADHD, Thesis
Subjects:	CAH04 - psychology > CAH04-01 - psychology > CAH04-01-04 - psychology and health CAH24 - media, journalism and communications > CAH24-01 - media, journalism and communications > CAH24-01-05 - media studies
Divisions:	Doctoral Research College > Doctoral Theses Collection Faculty of Business, Law and Social Sciences > College of Psychology
Depositing User:	Louise Muldowney
Date Deposited:	19 Jun 2025 11:13
Last Modified:	19 Jun 2025 11:13
URI:	https://www.open-access.bcu.ac.uk/id/eprint/16436

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