Exploring reciprocity and health messages in the social network context: integrated social networks and content analyses of weight-loss strategies in Twitter

This research will explore user interaction in Twitter in regards to weight-loss strategies. This thesis is guided by uses-and-gratification theory. Characteristics of health information for higher reciprocity and the role of key players who act as agents in information flow in the health community on social networks are also analyzed in this thesis. By employing social network analysis and applied content analysis together, it was found that Twitter users display a pattern of brand and public topic. The results from content analysis show that there are different levels of reciprocity depending on what people talk about and how the information is provided when they are engaged in weight-loss talk. Limitations of the study and a guide to future research are introduced as well.