Mapping the effects of disinformation on trust in medicines and the pharmaceutical sector
Exposure to health misinformation and disinformation; public trust in medicines and the pharmaceutical sector; health literacy and behaviours of community-dwelling adults regarding medicine use.
This is a 36-month mixed-methods observational study comprising two components: 1. Electronic survey (quantitative). Approximately 50,000 community-dwelling adults across the UK will be invited to complete a short (~10 minute) pseudonymised electronic questionnaire hosted on Qualtrics. Recruitment will be via SMS/email invitations, posters with QR codes, and social media advertisements (Twitter/X, Facebook), disseminated through local stakeholders including academia, Community Trusts, faith groups, local community organisations, and the NIHR Be Part of Research (BPoR) network. Participants will be presented with the participant information sheet, anonymity statement and consent statement before commencing the survey. The survey will assess knowledge, attitudes, perceptions and behaviours (KAP-B) relating to pharmaceutical misinformation and disinformation, including demographic data (age, gender, ethnicity, first segment of postal code, employment status). 2. Semi-structured interviews (qualitative). A purposive subsample of 10–15 survey respondents who indicate willingness will be invited to participate in 30–45 minute semi-structured personal interviews conducted via telephone, Zoom or Microsoft Teams. Interviews will explore in greater depth participants' experiences of mis/disinformation, perceptions of pharmaceutical industry credibility, and views on the role of pharmacies in countering misinformation. Interviews will be audio-recorded and transcribed using Microsoft Teams' transcription functionality, with recordings deleted shortly after transcription. 3. Data analysis. Quantitative survey data will be analysed using routine descriptive statistical methods. Qualitative interview data will be analysed thematically to identify main and emergent themes. Findings will be triangulated across both data sources. All data will be pseudonymised, stored securely on encrypted Imperial College London institutional servers, and retained for a minimum of 10 years post
1. Individuals aged 18 years and over 2. Individuals who reside in the United Kingdom 3. Individuals who are willing and able to provide informed consent and participate in the study
Does not meet inclusion criteria