The Effect of Health Beliefs, Media Perceptions, and Communicative Behaviors on Health Behavioral Intention: An Integrated Health Campaign Model on Social Media

Abstract

Social media have recently gained attention as a potential health campaign tool. This study examines this line of expectation concerning the role social media may play in health campaigns by testing an integrated health campaign model that combines insights from research on social media-specific perceptions and communicative behaviors in order to predict health behaviors. Specifically, this study aims to (a) develop a more holistic social media campaign model for predicting health behaviors in the social media context, (b) investigate how social media channel-related perceptions affect preventive health behaviors, and (c) investigate how communicative behaviors mediate perceptions and behavioral intention. The study conducted an online survey of 498 females who followed the Purple Ribbon Twitter campaign (@pprb), a cervical cancer prevention campaign. The results indicated that information acquisition mediated perceived risk's effect on intention. Information acquisition also mediated the relationships between intention and information selection and information transmission. On the other hand, social media-related perceptions indirectly impacted behavioral intention through communicative behaviors. The findings' theoretical and practical implications are discussed.

A systematic literature review to examine the potential for social media to impact HPV vaccine uptake and awareness, knowledge, and attitudes about HPV and HPV vaccination

“…Results from two surveys provided correlational associations between receiving information about HPV and HPV vaccination via social media and positive beliefs about the vaccine and desire to search for more information. 53,55 In focus groups with adolescents in North Carolina, they indicated that they would be generally interested in receiving information about HPV and the HPV vaccine via social media, as long as the messages were interesting and credible. 64 College students in Hawaii also indicated in focus groups that they felt that social media (i.e., Facebook) could be a good platform to share accurate and useful information about HPV and the HPV vaccine but that they would not feel comfortable sharing information with their friends until they felt more knowledgeable about the topics and could personalize the message themselves to make it relevant to their friends.…”

Exploring How Media Influence Preventive Behavior and Excessive Preventive Intention during the COVID-19 Pandemic in China

“…In addition, the information provided by the media may also affect people's emotions and subjective norms, and then affect the public's protective behavior. Related empirical studies have manifested this process in different media platforms, including mass media dominated by newspapers [6], magazines [7], radio [8], television [9], and social media platforms such as social networking sites [10], blogs [11] and instant messaging [12]. During a public health crisis, people can search for and access a large amount of information through various channels including traditional media, interpersonal communications, and new media [13].…”

Precautionary Behavior Toward Dengue Virus Through Public Service Advertisement: Mediation of the Individual’s Attention, Information Surveillance, and Elaboration

“…The CMM and Health's Media Exposure Understanding the factors that influence the development of precautionary behavior as well as the antecedents of developing precautionary behavior (Sato et al, 2019;Yoo et al, 2018), especially from the awareness perspectives (M. Lee et al, 2015;Papagiannaki et al, 2019), have been common objectives in the health communication literature (Shi et al, 2018). To this effect, there are different outlines to study precautionary behaviors in context of media: the information seeking and the information processing by the individuals in question (Greyson & Johnson, 2016 ;Jiang & Street, 2017).…”

“…In a nutshell, these two aspects to studying precautionary behavior provide better understanding about the strengths and weaknesses of media contents that contribute to the development of precautionary behavior, such as advertising (Shen et al, 2015). Thus, evaluating how health communication contents such as advertising and so on enhance the understanding about development of precautionary behavior (Yoo et al, 2018).…”