Acquiring Social Support in an Online HPV Support Group: Exploring the Roles of Threat and Efficacy

Social media have become crucial communication channels for human papilloma virus (HPV) patients to seek and receive social support that can benefit their physical and psychological health. To promote supportive communication on online social platforms, we analyzed 96,543 messages, including 7,407 posts and 89,136 comments, concerning social support on Baidu HPV Forum, one of China's largest online HPV support groups. We examined factors (i.e., threat and efficacy) in posts requesting social support associated with the amount of social support received in comments. Results revealed that the majority of social support messages received in comments represented informational support, whereas relatively few comments featured instrumental social support. Beyond that, high-threat, non-efficacy posts requesting social support received a greater amount of informational and emotional support in the comments than other types of posts requesting social support. Theoretical and practical implications of our study are discussed as well.