Abstract

In the digital age, the way parents seek advice and health information has shifted significantly from traditional sources like elder family members and healthcare providers to internet and social media platforms. This qualitative study delves into the perceptions of parents in Pakistan regarding these digital resources, examining their experiences, benefits, and drawbacks. Conducted in Karachi, the study involved semi-structured interviews with three parents, lasting 30-40 minutes each, using probing techniques to extract detailed information. Key themes emerged: (i) Positive perception of internet and social media, (ii) Reduction of uncertainties about children’s health, and (iii) Cross-verification of online content. Parents favored digital platforms for their immediacy compared to conventional sources, valuing the abundance of accessible information while stressing the need for credible sources to avoid misinformation. The findings indicate a strong parental inclination towards using digital platforms for parenting and health information, highlighting their role as vital, trusted resources in decision-making. This study emphasizes the importance of information management, e-consumer behavior, and digital literacy in healthcare, offering insights for health information managers, policymakers, and e-health strategists to improve digital parental resources and platform credibility.