Table 1.

Illustration of the categorization procedure

Text segments from the interview transcripts	Codes	Category
P: I don’t get why people join online groups about food and health. I do not want to show those things to others, if I want to lose weight then why would I join online groups or get tips like that online. I don’t want that, because then everyone can see that I have been doing that and ’liked’ that content and stuff.	Not wanting to disclose health content to others	Keeping health backstage
P: I have not told any of my friends, and I have been going here (obesity clinic) for almost a year. So, I feel that it is very sensitive. I don’t even want to tell my brother. I: So that is something we would have to consider if we use social media here at the clinic? P: I mean, it is ok if people know about it, but it is embarrassing, I think it is difficult with social media here, because one does not want others to find out about it.	Embarrassing and private to disclose clinic visits
P: If I share a photo of me and a friend, that is a private image, but if I share an image of when I am here at the hospital, that is something else, if it is about the hospital, then it only concerns me and my family, it is something extremely, extremely private.	Too private to share clinic visits

P = participant, I = interviewer