Table 2.

 Key findings

How did participants use the Internet, and what did they search for?

• Most participants searched for information and strategies about how to lose weight, despite recognising that this was unhelpful for them in the long term

• Those who were severely obese were more likely to search for information about weight loss than those who were moderately obese

What motivates participants’ online searching?

• Desperation; shame and self blame; advertisements about commercial and fad diets; and perceived lack of support from health professionals, were all strong drivers for participants seeking weight loss information and solutions

• Concerns about the health risks of obesity encouraged individuals to look for information about the negative health consequences of obesity, and ways to protect themselves from these consequences

• Lack of social acceptance and support, and fat stigma led individuals to look for online support groups

What are the outcomes of online searching for participants?

• Commercial and fad dieting websites negatively impacted on participants’ self esteem and body image

• Participants often blamed themselves for not being able to successfully apply information from weight loss websites

• Information about the negative health consequences of obesity was often perceived as discouraging or unhelpful

• Non‐dieting support groups positively impacted on participants’ self esteem and their sense of social acceptance