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This study investigated the relationship between consumers’ communication with doctors and their e-Health literacy and healthy behaviors based on the theory of reasoned action. Five communication activities were identified: following doctors’ social media accounts, reading doctors’ posts, responding to doctors’ posts, favoring (clicking “like” of) doctors’ posts, and recommending doctors to other patients. E-Health literacy and healthy behaviors were measured based on instruments used in previous literature. Survey method was used to collect data and a hierarchical regression analysis was used to analyze the relationship between communication activities and consumers’ e-Health literacy and healthy behaviors. We found that following doctors’ accounts ( r = 0.127, P &lt; .001), responding to doctors’ posts ( r = 0.141, P &lt; .001) and recommending doctors to others ( r = 0.133, P &lt; .001) were significantly associated with e-Health literacy, while following doctors’ accounts ( r = 0.091, P &lt; .001), responding to doctors’ post ( r = 0.072, P &lt; .01), favoring doctors’ posts ( r = 0.129, P &lt; .001), and recommending doctors to others ( r = 0.220, P &lt; .001) were significantly associated with healthy behaviors. Our study demonstrated that the social network communication between doctors and consumers could be cost-effective in improving intermediary consumers’ health outcomes. To be specific, following doctors’ posts, responding to doctors’ posts, favoring doctors’ posts, and recommending doctors to others were positively associated with consumers’ e-Health literacy and healthy behaviors. The results suggested that leveraging information technology could be an important tool to health policymakers and health providers in order to improve outcomes.

Impact of Communicating With Doctors Via Social Media on Consumers’ E-Health Literacy and Healthy Behaviors in China