Health information quality in digital health campaigns

The growing reliance on social media and digital platforms for public health communication has intensified concerns regarding the quality, reliability, and trustworthiness of health information disseminated through online campaigns. Despite increasing scholarly attention to misinformation and credibility issues, research examining health information quality specifically within structured digital health campaigns remains fragmented. This study employs a Systematic Literature Review (SLR) guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol. Peer-reviewed articles were retrieved from Web of Science, Scopus, Emerald, and ScienceDirect using predefined keywords related to health information quality, reliability, accuracy, trustworthiness, social media, and digital campaigns. After screening and eligibility assessment, relevant studies were analysed thematically. The review identifies three principal dimensions shaping health information quality in digital campaign contexts: (1) message-related factors, including accuracy, clarity, and completeness; (2) source-related factors, particularly credibility and institutional trust; and (3) audience evaluation processes, such as perceived usefulness and engagement. The findings reveal that while misinformation has been widely studied, relatively few investigations focus explicitly on the strategic design and evaluation of information quality within organised digital health campaigns. This review consolidates existing knowledge and highlights theoretical and methodological gaps in the literature. It underscores the need for more integrative models linking information quality to behavioural outcomes in digital campaign settings. The findings offer practical implications for health authorities and campaign designers seeking to enhance the effectiveness of digital health communication strategies.

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