Research & Publications

Information, technology and society.

My research examines how people seek, evaluate and use information in digital environments, with particular attention to health information, digital inequality and the social consequences of technological change. A parallel strand of my work focuses on media representations and public discourse.

Selected Publications

Health Education & Behavior · 2024 · 51(4), 502–511

How Technology, Health Information Seeking, and Socioeconomic Factors Are Associated With Coronavirus Disease 2019 Vaccination Readiness in Estonians Over 50 Years?

Marianne Paimre · Sirje Virkus · Kairi Osula

The study explores how technology use, online health-information seeking and socioeconomic characteristics relate to COVID-19 vaccination readiness among Estonians aged 50 and over.

doi:10.1177/10901981241249972 →
Journal of Documentation · 2023 · 79(5), 1164–1181

Health Information Behavior and Related Factors Among Estonians Aged ≥ 50 Years During the COVID-19 Pandemic

Marianne Paimre · Sirje Virkus · Kairi Osula

A survey-based study of health-information needs and searching, technology use, socioeconomic factors, self-reported health and health-related choices among adults aged 50 and over.

doi:10.1108/JD-10-2022-0217 →
Proceedings of the Estonian Academy of Sciences · 2023 · 72(3), 313–321

Relationships Between Willingness to Get Vaccinated Against COVID-19, Socioeconomic Indicators, Choices in Health Behavior, and Health Information Seeking Among Estonians Aged ≥ 50

Marianne Paimre · Kairi Osula

Examines relationships between vaccination willingness, socioeconomic indicators, health behaviour and health-information seeking among adults aged 50 and over in Estonia.

doi:10.3176/proc.2023.3.13 →
The Journal of Aging and Social Change · 2022 · 12(2), 103–117

Estonian Men Over 65 Are More Willing to Use Digital Technology for Health Purposes and Vaccination Against COVID-19 Than Women

Marianne Paimre · Andri Ahven

Focuses on gender differences in older adults’ willingness to use digital technologies for health-related purposes and in vaccination-related attitudes.

doi:10.18848/2576-5310/CGP/v12i02/103-117 →
ICT4AWE · 2022

Gender Differences in ICT Acceptance for Health Purposes, Online Health Information Seeking, and Health Behaviour Among Estonian Older Adults During the COVID-19 Crisis

Marianne Paimre · Kairi Osula

Investigates gender differences in the acceptance of digital technologies for health, online health-information seeking and health behaviour among older adults.

doi:10.5220/0011089400003188 →
Journalism · 2011

Media Generated News Waves — Catalysts for Discursive Change: The Case Study on Drug Issues in Estonian Print Media

Marianne Paimre · Halliki Harro-Loit

An earlier strand of my research examines how media attention and news waves can reshape the public discourse surrounding drug-related issues.

doi:10.1177/1464884910388226 →

Doctoral Research

PhD · Information Society Technologies · Tallinn University · 2026

Patterns of Online Health Information-Seeking Behaviour and Related Factors Among Estonian Older Adults

The dissertation examines how older adults in Estonia seek, evaluate and use health information online, and why access to digital services does not automatically produce equal benefits. It brings together questions of information behaviour, digital skills, socioeconomic resources, technology use and health-related decision-making.

Research themes

Current Areas of Interest

  • online health-information behaviour;
  • digital inequality and meaningful digital inclusion;
  • generative AI, learning and information evaluation;
  • media representations, narratives and public discourse;
  • drug policy, media and technological change.