Cannabis Dispensary Staff ("Budtender") Perspectives on Trustworthiness of Social Media Information: A Qualitative Study

Abstract

Objective: Scientific and medical sources continue to be outpaced by the burgeoning cannabis marketplace regarding emerging forms of cannabis, leaving consumers with a great deal of uncertainty about safety and efficacy that may be addressed in cannabis dispensary and online settings. The present study examines how cannabis dispensary staff (“budtenders”) use and evaluate the trustworthiness of online information about cannabis, especially social media content.  Method: Qualitative semi-structured interviews were conducted with San Francisco Bay Area budtenders (n = 18) and analyzed thematically. Results: Social media was not viewed as a reliable information source for dispensary-based social interactions. Budtenders were skeptical of most commercially-oriented social media content and frustrated with inconsistent content moderation practices of social media platforms. Budtenders instead preferred offline information sources and relationships, as well as information derived from first and secondhand experiences with cannabis products. When evaluating information on social media, online settings promoting privacy, community moderation, and accountability were seen as features of trustworthy environments. Budtenders also expressed a range of confidence in medical, natural healing, and personal experience frameworks of health and cannabis knowledge production; concordance of social media content with these frameworks was an additional signal of trustworthy information. Conclusions: This research highlights the role of budtenders in evaluating and triangulating emerging online cannabis information sources for consumers and the varied features and signals that cue budtenders to consider some online information as more trustworthy and credible for cannabis consumers.