The Role of Tie Strength in the Diffusion of Complementary and Alternative Medicine Information among Yoga Practitioners

• Main Author: Weaver, Margaret Louise
• Other Authors: Schultz-Jones, Barbara A
• Format: Others
• Language: English
• Published: University of North Texas 2017
• Subjects: Complementary and alternative medicine information; Complementary and integrated health practices; Yoga practitioners; Diffusion of innovations theory; Strength of weak ties theory; Mixed-methods study; Interviews; Surveys; Field notes; Content analysis; Social network analysis; CAM; Information Science.; Yoga teachers.; Alternative medicine.; Diffusion of innovations.
• Online Access: https://digital.library.unt.edu/ark:/67531/metadc984238/

The National Center for Complementary and Integrated Health, National Institutes of Health, U.S. Department of Health and Human Services, has highlighted a need for research to better understand the usage of complementary and alternative medicine practices. The purpose of this study was to investigate the flow of complementary and alternative medicine information among yoga practitioners. The study consisted of 51 yoga practitioners from 7 yoga studio locations. This mixed-methods study used interviews, surveys, and field notes to collect data. Content and social network analyses provided supporting evidence for Rogers' diffusion of innovations theory and Granovetter's strength of weak ties theory. Key findings included a preference for face-to-face communications, students having both strong and weak relationship ties to directors and instructors, and yoga being the top recommended practice. The study suggested that yoga practitioners related to complementary and alternative medicine information through the lens of their friends and relatives, sought information from trusted sources, and used this information to determine which practices were right for them to pursue.