Table 1 Coding of the instrument “perception of e-professional content” items according to the SMePROF rubric

A picture of an individual having one alcoholic beverage

PC

Pictures of an individual clearly behaving drunkenly

UPC

Status updates describing substantial alcohol consumption at a party

UPC

Posts depicting illicit drug consumption

UPC

Posts disclosing information about a patient/client

UPC

Photos of a patient/client

UPC

Posts describing an interaction with a patient/client, while not revealing any identifying information

PUPC

Swearing or foul language

UPC

Obscene gestures in photos (the middle finger, etc.)

UPC

Petty criminal activity

UPC

Endorsements of a pharmaceutical or health product without a conflict-of-interest disclosure

PUPC

Posts involving overt sexual content

UPC

Posts containing partial nudity

PC

Displaying your current relationship status

PC

Displaying membership in online groups dealing with controversial issues

PC

Making opinionated comments about controversial issues

PC

Attitudes of superiority or condescending behaviour (assumed because of professional status)

UPC