Perception Analysis of Self-Medication Practices Among Social Media Users: Exploring AI-Enabled Health Information Seeking Behaviour

Purpose: Self-medication practices are rising among social media users, and the use of AI-enabled health information is increasing. Limited research exists on these behaviours among college students and healthcare professionals in India.

Design/methodology/approach: this study, a structured survey was conducted among 103 college students, and a semi-structured questionnaire was completed by 19 healthcare professionals. Data were analysed descriptively to assess prevalence, patterns, and attitudes toward self-medication and digital health information.

Findings: To analyse the perceptions of college students regarding self-medication practices, to explore the impact of AI-enabled health information-seeking behaviours on self-medication decisions, and to understand the opinions of healthcare professionals on self-medication practices and their implications for public health.

Originality/value: A majority (67%) reported self-medication, with 74.19% of the male participants engaging in this behaviour more frequently. Additionally, 77.7% used social media and 56.3% used AI-based tools for health-related information. Participants expressed concerns about lack of trust, absence of personalisation, and misinformation in digital health content. Healthcare professionals also highlighted misinformation and poor verification of online health information. Reliance on AI-powered content for health decisions is increasing among college students. The living arrangements of student’s influence self-medication behaviour. Health professionals confirmed the risks of over-reliance, and misinformation. AI should be positioned as a complementary tool in public health, not a substitute.