Infodemiology Analysis of Toothache-Related Posts on Instagram

OBJECTIVE: This study aimed to analyze the interaction performance of English-language posts related to toothache information on Instagram regarding qualitative categories. METHODS: A sample of 500 posts with the highest total interaction was evaluated by 2 independent investigators according to their facticity, author's profile, content, motivation, sentiment, and time of publication. Data were analyzed descriptively, using the Mann-Whitney U test and generalized structural equation modeling. RESULTS: Posts from business/health-related profiles with financial motivation and negative/neutral sentiment showed higher total interaction, while more recent posts involving misinformation or satire and containing commercial content had better overperforming scores. Also, posts with financial motivation were more related to misinformation/satire (56.3%), positive sentiment (74.5%), and higher total interaction (50.9%). Positive sentiment was negatively associated with business/health profiles (odds ratio [OR] = 0.57) and positively associated with financial motivation (OR = 4.43). Misinformation was positively associated with positive sentiment (OR = 3.15), business/health profiles (OR = 2.41), and financial motivation (OR = 7.86). Commercial content was positively associated with business/health profiles (OR = 2.22). Higher total interaction was positively associated with business/health profiles (OR = 2.20), misinformation (OR = 1.56), and financial motivation (OR = 4.45). It also showed a negative association between total interaction and positive sentiment (OR = 0.31). Finally, the overperforming score was positively associated with business/health profiles (OR = 1.92). CONCLUSION: This study revealed that Instagram posts about toothache often contain misinformation, which tends to be positively associated with positive sentiment, business profiles, and financial intentions and elicits higher user engagement, together with business/health profiles, negative/neutral sentiments, and financial motivation.Knowledge Transfer Statement:The results of this study can be used by dentists and promoters of oral health policies in the context of formulating public policies in digital health with the aim of combating information pollution in oral health.