Theoretical perspectives on the use of social media in the propagation of health messages

Influence on social media can be conceptualised as both extensive (relating to quantitative spread) and intensive (qualitative impact). Both of these are important considerations in understanding the dissemination of health messages. We outline several theoretical approaches that offer fruitful ideas for future studies including agenda-setting theory, social norms theory, social representations theory, and theories relating to emotion, framing and recontextualisation. Some of these approaches are novel in social media research and are suggestive for future research directions.