The role of social media in the mental health literacy and help-seeking of British South Asian young adults: A mixed-methods approach

The role of mental health literacy (MHL) in improving access to mental healthcare among the British South Asian (BSA) young adult population cannot be underestimated. A lack of research has explored this notion. With the proliferation of the internet and particularly social media, the current study aims to explore the role of social media in the MHL and help-seeking behaviour of BSA young adults. A mixed-methods sequential explanatory design was employed to understand the issue in question. 166 participants took part in an online survey exploring the association between acculturation, MHL, help-seeking and social media usage. Findings revealed a significant association between social media usage, MHL and help-seeking behaviour, however acculturation was not to be accounted for. A qualitative study using semi-structured interviews with seventeen participants was further conducted to explore these findings alongside a netnography of the social media data obtained from participants insights. Findings revealed social media to be a major source of knowledge and awareness in relation to mental health-related content. However, cultural beliefs often intertwined with participants narratives indicating the need for a culturally relevant MHL model, encompassing the multiple mental health literacies participants presented with. Overall, the findings provided a holistic understanding of the impact social media can play in mental health promotion among the BSA young adults, however challenges in relation to the research design and approach needs to be further addressed. Evidence from the research can be used to inform evaluations of social media use and educational and community level interventions can be implemented taking into consideration the cultural narratives of BSA young adults.