Exploring Alternative Health Facebook Groups in the COVID-19 Pandemic: An Automated Content Analysis Through Structural Topic Modeling

Alternative health (AH) has an important role in public health across cultures, as the World Health Organization acknowledges. Using structural topic modeling, we analyzed 25,561 posts from public Facebook groups that contained AH-related content during the COVID-19 pandemic over 3 years. Thirty-one topics emerged, and they were categorized into six major themes, including (1) sharing information regarding AH treatment for COVID-19, (2) spiritual and mental healing in the pandemic, (3) news and information about COVID-19, (4) commercial content related to AH treatment, (5) COVID-19 precautions suggestions, and (6) caution against treating AH as a cure-all. We found that these Facebook groups served as digital spaces for AH content by playing a dual role: (1) disseminating information on COVID-19 and AH for both laypeople and experts and (2) providing spiritual connections and commercial content to alleviate anxiety during the pandemic. While accurate information and social support were shared, a notable part of commercial messages and AH treatments offered for COVID-19 included misleading and unverified claims. Findings shed light on the nature and extent of misleading AH content and why engagement with AH media may contribute to increased belief in health misinformation. We further discuss the complexity and diversity of content on AH media.