Internet penetration rates continue to grow, in the United States for example, it stands at 87% of the population (WorldBank, 2016). In addition, the variety of purposes for which citizens use the Internet is increasing. This is particularly evident in the area of health, where a growing number of Internet users utilise the Internet as a source of health information. The growth in citizens seeking health information online has coincided with the emergence of social media health platforms and applications. While such initiatives have potential to empower health consumers through increased diffusion of targeted health information, the success of these platforms is dependent on their acceptance and adoption. Moreover, there is a lack of understanding as to what factors can generate trust in such platforms. This is despite the fact that trust is an essential component of traditional healthcare delivery and results in increased engagement and participation in health forums.