The purpose of this article is to provide a review of the scholarly literature on the information-seeking behavior and empowerment of women who use the Internet to research treatment options for breast cancer. The article examines the information needs women with breast cancer have regarding the Internet, and further the extent to which the Internet has satisfied those needs – from diagnosis through survivorship. We briefly discuss uses and gratifications theory, while focusing on information seeking and self-efficacy. The traditional mass communication theories of uses and gratifications and self-efficacy can be utilized as the basis for social marketing interventions or campaigns. Although the Internet offers an immediate and ubiquitous resource for women with breast cancer, issues of accessibility prevent the most vulnerable populations from experiencing the benefits of online interaction. Social marketers need to continue to explore the possibilities of utilizing the Internet to engage older, minority, and low-income women.
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